Advertising to Baby Boomers

The business and marketing industries already "get it" when it comes to targeting the 50-plus demographic. Unfortunately, the advertising industry lags behind. Chuck Nyren tells you why in Advertising to Baby Boomers. Unlike most books about advertising, this one is written for "the client." Anyone with a product or service for Baby Boomers, from general consumer goods to high-tech electronics to planned communities to health care will find Advertising to Baby Boomers an invaluable tool. "Some simple demands, a bit of vigilance, and you could change things around and get much more than you are paying for," Nyren says. Do you really need an advertising agency? What questions should you ask when interviewing or being "pitched" by an agency? How do you help develop a campaign with your agency? When should you trust your advertising agency, and when should you question its judgments? When do you leave them alone? How do you critique a campaign. These are some of the questions answered in Advertising to Baby Boomers. In addition, the author gives advice and guidance to the small- business person on how to fashion a custom-made campaign.