Abstract
Today’s advertising industry needs a minor revolution. Talented men and women in their 40s, 50s, and 60s must to be brought into the fold if you want to target the Silver Market. This includes copywriters, graphic artists, producers, video directors, and creative directors. If you plan on implementing a marketing strategy that includes Baby Boomers as a primary, secondary, or tertiary market, and you turn it over to only people in their 20s and 30s, you will forfeit the natural sensibilities required to generate vital campaigns.
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Nyren, C. (2008). Advertising Agencies: The Most Calcified Part of the Process. In: Kohlbacher, F., Herstatt, C. (eds) The Silver Market Phenomenon. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-75331-5_19
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DOI: https://doi.org/10.1007/978-3-540-75331-5_19
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