Ad nausea hits the grey market (Simple rules to appeal to a broader age…
Ad nausea hits the grey market
The pound comes il all sorts of colours
pound (free-spending gay shoppers)
pound (ethnic minorities)
The over-50s hold 80% of the nation's wealth
"Two-thirds of elderly consumers felt advertising portrays them negatively, and three-quarters simply didn't relate to it at all."
Simple rules to appeal to a broader age-group
1. Don't just entertain - inform
Older shoppers research their purchases in far greater detail
2. Don't count out celebrities
= last gasp of a copywriter running short of inspiration
3. Quality counts
"The sort of ads that old people like are the sort of ads that everyone likes - the big-budget, cinematic numbers that admen love making and companies hate paying for."
4. Remember : old people are different. Or are they?
the old are just as malleable and changeable as the young - they just need special handling.
"elderly consumers form their tastes early in life, and barely budge after 40 - and almost never in response to advertising"
5. Don't generalise