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.
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.
Preface Chapter 1: The Age of Aging Part I: Working in SilverComm Chapter 2: Professional Paths Chapter 3: Practitioners' COVID Year Part II: Advertising Chapter 4: Seniors' Portrayals in Mainstream Magazine Advertising Chapter 5: Medical Advertising's Elder Appeals, Then and Now Part III: Public Relations and Marketing Chapter 6: Creating Effective Senior-Market Messages Chapter 7: United States, Land of Retiree Options Part IV: Current Issues Chapter 8: Gender, Race and Sexual Orientation Chapter 9: What's Ahead? Appendix A: Sample Press Release from Leading Age Appendix B: Media Portrayals Appendix C: Resources for Research References
Preface Chapter 1: The Age of Aging Part I: Working in SilverComm Chapter 2: Professional Paths Chapter 3: Practitioners' COVID Year Part II: Advertising Chapter 4: Seniors' Portrayals in Mainstream Magazine Advertising Chapter 5: Medical Advertising's Elder Appeals, Then and Now Part III: Public Relations and Marketing Chapter 6: Creating Effective Senior-Market Messages Chapter 7: United States, Land of Retiree Options Part IV: Current Issues Chapter 8: Gender, Race and Sexual Orientation Chapter 9: What's Ahead? Appendix A: Sample Press Release from Leading Age Appendix B: Media Portrayals Appendix C: Resources for Research References
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