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Marketing Practices and Messages in the Age of Aging

ISBN-13: 9781538175132
Publisher: ROWMAN & LITTLEFIELD PUBLISHERS
Imprint: ROWMAN & LITTLEFIELD PUBLISHERS
By Anne Cooper, By Young-Joon Lim
Price: AUD $125.00
Stock: 0 in stock
Availability: This book is temporarily out of stock, order will be despatched as soon as fresh stock is received.
Local release date: 16/02/2023
Format: Hardback (235.00mm X 145.00mm) Weight: 420g
Categories: Sales & marketing [KJS]

Description
Author Biography
Google Preview: 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 book 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 -textboxes 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; Anne Cooper worked for 10 years full time as a journalist, magazine editor and public relations practitioner before beginning a 26-year teaching career at Ohio University. During that career, she was the graduate director at the E.W. Scrips School of Journalism. A Fulbright Senior Research Scholar in Japan and a DAAD scholar in Germany, she has written/ coauthored/edited five previous books and numerous journal articles. Her work has been featured in the Sunday New York Times, on ABC-TV, the BBC and other media outlets. Young-Joon Lim is associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Lim has experience in insurance sales, news reporting, and public relations for the defense industry. He is author of Public Relations: A Guide to Strategic Communications (second edition, 2021).; Google Preview content

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Marketing Practices and Messages in the Age of Aging