Anne M. Cooper, Young Joon Lim

SilverComm

Marketing Practices and Messages for the Age of Aging

• Broschiertes Buch

Produktbeschreibung

The marketing world has long under-appreciated the buying power held by adults over 65 years of age. In the current age of longevity, it's essential that students engage with strategies that embrace all age groups. This text combines professional interviews, theory-based research, and practical exercises to supplement any strategic comm course.

Produktdetails

• Verlag: Rowman & Littlefield Publishers
• Seitenzahl: 180
• Erscheinungstermin: 10. Februar 2023
• Englisch
• Abmessung: 229mm x 152mm x 10mm
• Gewicht: 270g
• ISBN-13: 9781538175149
• ISBN-10: 1538175142
• Artikelnr.: 64540080

Autorenporträt

By Anne M. Cooper and Young Joon Lim

Inhaltsangabe

1.The Age of Aging Part I. WORKING IN SILVERCOMM 2. Professional Paths 3. Practitioners
COVID Year Part II. ADVERTISING 4. Elders
Portrayals in Mainstream Media Advertising 5. Medical Advertising
s Elder Appeals, Then and Now Part III. PUBLIC RELATIONS/ MARKETING 6. Creating Effective Senior-market Messages 7. United States, Land of Retiree Choices Part IV. CURRENT ISSUES 8. Gender, Race and Sexual Orientation 9. What
s Ahead APPENDICES Cinema/TV Comedies and Dramas: Elder Portrayals Resources for Research on the U.S. Silver Tsunami