July 19th, 2012

In AARP’s View, Advertisers Need to Focus

By ANDREW ADAM NEWMAN
New York Times

YOUTH, to paraphrase George Bernard Shaw, is wasted on the young. Now AARP says that advertising budgets are, too.

A new campaign aimed at advertisers themselves features people in their 50s and early 60s, and argues that brands should be focusing on them, not people ages 18 to 34, commonly referred to by the marketers who covet them as millennials.

“I may be creased, but my money is crisp,” says the headline in one ad. “I may be gray, but my money is as green as it gets,” says another, which continues, “Why is it all about 18-34, when they barely have a dime of their own? The story is simple, AARP Media reaches the best boomers, and 68 percent of those over 50 give money to their adult kids.”

Read more: http://nyti.ms/MxO6JW

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