Advertising Connections to Baby Boomers

Paper Summary:

This paper proposes a research study which would attempt to identify how businesses may better appeal to Baby Boomers in advertisements on TV and through other media. The author presents a detailed study providing explanations for why the Boomers would benefit from better advertising customization, suggestions as to how advertisers could make their products more appealing to this population, and what challenges advertisers must overcome.

Outline:
Context of the Problem
Statement of the Problem
Research Question and Sub-Questions
Significance of the Study
Research Design and Methodology
Organization of the Study
Introduction
Review of the Literature
Challenges for Advertisers to Successfully Target Baby Boomers
Critical Components in Contemporary Advertisements
Advertising Tactics and Strategies to Best Connect with Boomers
Summary and Conclusions

From the Paper:

" The 2001 Consumer Expenditure Survey revealed that older consumers, which includes Boomers in the U.S., constitute: "the primary purchasers of transportation, health care, housing, goods, pensions, and personal insurance" (Harris and Edelman, 2006, p. 169). Stroud (2007) notes that despite the facts that would suggest the opposite would prove more profitable, advertisers allocate 80% of their advertising budgets toward younger groups, particularly 18- to 34-year-olds, while they only allot 5% (worldwide) of their ad budgets for targeting older consumers. The myriad of misconnections with Boomers via advertising, in turn, constitutes a problem for U.S. businesses.
"Waldman (2008) a staff writer for TelevisionWeek, describes "the baby boomer demographic - those born between 1946 and 1964-that makes up what has come to be known as the TV generation" (para. 1). He reports that Steve French, a managing partner of the Natural Marketing Institute (NMI), stresses the spending power that Boomers possess and are expected to continue to have in the future merits marketing attentions. Boomers' buying power reportedly amounts to more than $2 trillion annually. French points out, however, that Boomers buying patterns will change and notes that luxury, albeit, sensible in a sense, will serve as a potent future market for Boomers."

Sample of Sources Used:

• Advertising Statistics. (2004-2008). MediaLiteracy.com. Retrieved October 12, 2008, from http://www1.medialiteracy.com/stats_advertising.jsp
• American time use survey--2006 results. (2007, June 28). Retrieved October 12, 2008, from http://www.bls.gov/news.release/archives/atus_06032008.pdf
• Anonymous. "Survey: TV devalues boomers", Aging Today, January 1, 2007. Retrieved October 18, 2008, from http://www.highbeam.com/doc/1P3-1273782741.html
• Auston, Ione, MLS, Cahn, Marjorie A., MA, and Selden, Catherine R., MLS. (2004). United States National Library of Medicine. National Institutes of Health. Retrieved October 12, 2008, from http://www.nlm.nih.gov/nichsr/litsrch.html
• "Boom time." Prepared Foods, May 1, 2008. Retrieved October 12, 2008, from http://www.highbeam.com/doc/1G1-179349946.html

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