Anne M. Cooper, Young Joon Lim

SilverComm

Marketing Practices and Messages for the Age of Aging

• Gebundenes 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 resea...

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Produktdetails

• Verlag: Rowman & Littlefield Publishers
• Seitenzahl: 180
• Erscheinungstermin: 16. Februar 2023
• Englisch
• Abmessung: 235mm x 157mm x 14mm
• Gewicht: 420g
• ISBN-13: 9781538175132
• ISBN-10: 1538175134
• Artikelnr.: 64540676

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