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SilverComm
- Marketing Practices and Messages for the Age of Aging
Engelsk Paperback
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SilverComm

- Marketing Practices and Messages for the Age of Aging
Engelsk Paperback

284 kr
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23 - 25 hverdage

Om denne bog

In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market.

It is imperative that the strategic communication professions take note of this oncoming Silver Tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practices. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career.

In addition to 25 exclusive interviews with professionals working with seniors, the volume features

  • new, theory-based research on crisis public relations, advertising’s distorted mirror, unregulated medical advertising, and media erasure
  • focused content on many U.S. states and various foreign countries
  • text boxes within each chapter to highlight key points
  • project-related exercises at the end of each chapter
  • engaging illustrations program
  • appendices, including Project Resources and 50 Years of U.S. Elder-focused Cinema
Product detaljer
Sprog:
Engelsk
Sider:
180
ISBN-13:
9781538175149
Indbinding:
Paperback
Udgave:
ISBN-10:
1538175142
Kategori:
Udg. Dato:
10 feb 2023
Længde:
10mm
Bredde:
151mm
Højde:
229mm
Forlag:
Rowman & Littlefield
Oplagsdato:
10 feb 2023
Oversætter:
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