“Launch! Advertising and Promotion in Real Time”

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1. What is one of the most potent political forces that any political candidate for national office must impress and deal with? If you said AARP, you are correct. If, as an advertiser, you don’t know what AARP is, you will be missing the network organization used by millions of seniors in the United States. (See http://www.aarp.org for more information.) AARP is not just for retired persons anymore. The organization accepts members and offers benefits beginning at age fifty. Given the number of Baby Boomers at this age and beyond, AARP will have a growing market base for a number of years.

Seniors in the United States have become an important market target for many product and service producers. Advertisers are learning new ways to reach and communicate with this market. Seniors today don’t see themselves as old. Baby Boomer seniors see themselves as active, fashion conscious, energetic, adventurous, and knowledgeable about products and services directed toward their market segment. Seniors ride motorcycles, go skydiving, enjoy cruises, listen to concerts from bands popular when they were in their twenties, enjoy entertaining, and like to dress well. Sounds like a great opportunity for the enterprising marketer—right?

Investigate the senior market, Baby Boomers, and the AARP for more information.

Once you have completed this task, list the segmentation variables (beyond the age segmentation variable) that advertisers should use to more narrowly focus marketing and advertising efforts toward this market segment.

Pick a product or service and demonstrate how your selection of segmentation variables could be used in constructing an ad for this target group.

Be creative in your choice of product or service and how you will advertise to the seniors segment.

Use a minimum of two (2) references.


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