The Impact Of Advertising In Advertising

Submitted By amihoo
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Pages: 2
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For the past 30 years, the advertising industry has worshipped at the altar of youth - because people 18 to 49 have the most disposable income. There's only one small problem with that - it isn't true. People 55+ spend the most money in almost all categories. They buy the most cars, spend the most on electronics, and control the most wealth. Yet advertisers aren't chasing them. The growth of television was extraordinary. Households with TVs went from less than 19% in 1946, to 55.7% in 1954, to 90% by 1962. http://www.youtube.com/watch?v=77yoG7mYlA0#t=16 Jaguar ad
Even Jaguar, whose primary customer is over 50, doesn't choose 50+ actors for their ads. While Jag used a Deep Purple music track in this commercial, the actors in it are about 35. Yet the average age of a new car buyer is 56. They buy more new cars, spend more on the cars they buy, and buy cars for their kids and grandkids. http://www.youtube.com/watch?v=AsWRgxMYvOQ Diet Coke Ad
Coke's Heart Truth for Women campaign is a great cause. It reminds women that heart disease is a concern beginning at age 55. But they chose 36 year-old Heidi Klum as a spokesperson: By the way, according to consumer research company NPD, people 50+ buy 60% of all carbonated beverages. http://www.youtube.com/watch?v=-cS3eIob78o Raymon James Comercial
If the age-old axiom is to "follow the money," why isn't advertising's famous ability to do that kicking in?
There are three possible reasons:

One: The average age of ad agency people is around 30. So if the people advising advertisers where to spend their money are young, it's not surprising that companies are being convinced they should be targeting the young. It becomes a self-fulfilling prophesy.

Two: Marketing's lack of attention to 55+ is cultural. Ignoring older people is tolerated. If society feels that way at large, and if advertising follows the parade, why should marketers feel any different?

Third, the advertising industry has institutionalized the youth
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