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Thu 03 Mar 2010Advertisers' approach to the older market still in its infancy
MEDIA&MARKETING:Advertisers have yet to learn that targeting the 50-65 age group as old is counter-productive, writes SIOBHAN O'CONNELL
ONE CONSUMER demographic that is expanding all the time is older people. In advertising terms, that generally means anyone older than 50, and therein lies the problem. There is a world of difference in the mindset and purchasing habits of a 51-year-old and 71-year-old yet sometimes it seems that advertisers lump them all in together.
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