SilverComm: Marketing Practices and Messages for the Age of Aging

by Anne M. Cooper, Young Joon Lim

Overview

In 2021, the first of the 78 million Baby Boomers turned 75, and by 2030, those 65 and older will account for 20% of the U.S. population. Although seniors control 70% of disposable income and make 50% of all consumer purchases, most current marketing campaigns devote less than 10% of their budgets to this vital and vibrant market!

It is imperative that the strategic communication professions take note of this oncoming silver tsunami and learn to make the most of it. This supplementary textbook, suitable for both undergrad and graduate students, explains how longevity has affected and must continue to affect marketing and advertising practitioners. While students rarely gear their professional paths towards elderly markets, engaging with the senior sectors can lead to an incredibly rewarding and successful career.

Product Details

ISBN-13:	9781538175132
Publisher:	Rowman & Littlefield Publishers, Inc.
Publication date:	02/16/2023
Pages:	180
Product dimensions:	6.22(w) x 9.33(h) x 0.66(d)
Age Range:	18 Years

About the Author

Anne M. Cooper worked for 10 years full time as a journalist, magazine editor and public relations practitioner before beginning a 26-year teaching career at Ohio University. During that career, she was the graduate director at the E.W. Scrips School of Journalism. A Fulbright Senior Research Scholar in Japan and a DAAD scholar in Germany, she has written/coauthored/edited five previous books and numerous journal articles. Her work has been featured in the Sunday New York Times on ABC-TV, the BBC and other media outlets.

Young Joon Lim is associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Lim has experience in insurance sales, news reporting, and public relations for the defense industry. He is author of Public Relations: A Guide to Strategic Communications.

Table of Contents

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

Editorial Reviews

This sorely needed text examines aging issues in the context of strategic communication. The book is useful as a textbook for courses on aging in advertising, public relations, marketing and related fields, it also informs scholarly research in the area, while also providing practical guidance for professionals engaged in working with this population.

Parul Jain

In the age of aging, SilverComm—a term coined by the authors of this book—has tremendous opportunities while facing unique challenges. Based on firsthand information, these two seasoned scholars have presented us with a well-focused, in-depth, and reader-friendly book. Anyone with interest in gerontology advertising, communication, marketing, and/or public relations will find this timely volume engaging, refreshing, and enlightening.

Hong Cheng

This book illuminates a dark corner of the marketing arena—one which professionals need to take under advisement as quickly as possible. The ability and skill to address an aging population is a necessity in today's corporate, service, and non-profit environments. This book is filled with not just theory but practical applications to assist the in-house, agency, or consulting marketer.

Ira Krawitz

The authors coin the term "SilverComm" to bring attention to the design of strategic communication aimed at individuals who are 65 years or older. Marketers and public relations professionals continue to ignore this formidable consumer group, often called the “silver tsunami,” despite the fact that seniors continue to grow in size and buying power. Indeed, seniors control 70 percent of US disposable income, yet US marketing budgets targeting them are less than 10 percent. This richly informative book is long overdue. It fills an important niche in marketing literature by offering practical guidance for designing strategic communication, marketing campaigns, and media content for senior audiences. Effective messages should not be ageist, racist, and/or sexist. The authors also note that additional opportunities exist for new services and products. Especially insightful discussions include Japan’s increasing use of robotics, Germany's attempts to increase tech literacy, and the impact of COVID-19. Each chapter ends with five projects and exercises that students can do to further enhance their learning, making this book an excellent purchase for undergraduate and graduate business collections. Highly recommended. Undergraduates through faculty; professionals; general readers.

Choice Reviews

Cooper and Lim have helped fill an important void in communications education and scholarship with SilverComm. The text combines rich data with personal interviews to shed light on the numerous—and often overlooked—professional opportunities in the older-adult consumer space and the rewards associated with this important work.

Diana Martinelli

Cooper and Lim have helped fill an important void in communications education and scholarship with SilverComm. The text combines rich data with personal interviews to shed light on the numerous--and often overlooked--professional opportunities in the older-adult consumer space and the rewards associated with this important work.

--Diana Martinelli, PhD, dean and Widmeyer Professor of Public Relations, West Virginia University, Reed College of Media

In the age of aging, SilverComm--a term coined by the authors of this book--has tremendous opportunities while facing unique challenges. Based on firsthand information, these two seasoned scholars have presented us with a well-focused, in-depth, and reader-friendly book. Anyone with interest in gerontology advertising, communication, marketing, and/or public relations will find this timely volume engaging, refreshing, and enlightening.

--Hong Cheng, professor and dean, College of Arts and Media, Southern Illinois University Carbondale

The authors coin the term "SilverComm" to bring attention to the design of strategic communication aimed at individuals who are 65 years or older. Marketers and public relations professionals continue to ignore this formidable consumer group, often called the "silver tsunami," despite the fact that seniors continue to grow in size and buying power. Indeed, seniors control 70 percent of US disposable income, yet US marketing budgets targeting them are less than 10 percent. This richly informative book is long overdue. It fills an important niche in marketing literature by offering practical guidance for designing strategic communication, marketing campaigns, and media content for senior audiences. Effective messages should not be ageist, racist, and/or sexist. The authors also note that additional opportunities exist for new services and products. Especially insightful discussions include Japan's increasing use of robotics, Germany's attempts to increase tech literacy, and the impact of COVID-19. Each chapter ends with five projects and exercises that students can do to further enhance their learning, making this book an excellent purchase for undergraduate and graduate business collections. Highly recommended. Undergraduates through faculty; professionals; general readers.

-- "Choice Reviews"

This book illuminates a dark corner of the marketing arena--one which professionals need to take under advisement as quickly as possible. The ability and skill to address an aging population is a necessity in today's corporate, service, and non-profit environments. This book is filled with not just theory but practical applications to assist the in-house, agency, or consulting marketer.

--Ira Krawitz, New York University

This sorely needed text examines aging issues in the context of strategic communication. The book is useful as a textbook for courses on aging in advertising, public relations, marketing and related fields, it also informs scholarly research in the area, while also providing practical guidance for professionals engaged in working with this population.

--Parul Jain, Ohio University

From the Publisher

In the age of aging, SilverComm—a term coined by the authors of this book—has tremendous opportunities while facing unique challenges. Based on firsthand information, these two seasoned scholars have presented us with a well-focused, in-depth, and reader-friendly book. Anyone with interest in gerontology advertising, communication, marketing, and/or public relations will find this timely volume engaging, refreshing, and enlightening.

Hong Chen