"Walter Luffman" wrote in message
...
On 18 Aug 2003 14:22:40 GMT, "David Eduardo"

Very, very few advertisers use radio to reach 55+ consumers, whatever
their
income level. The main reason is a belief, backed by tons of research,
that
older consumers are more set in buying patterns and thus require much
more
advertising (repetiton) to be convinced to change. In most cases, the
increase in frequency is not worth the eventual sale. So 90+ percent of
ad
campaigns are not targeted at 55+.

Maybe you're right, maybe not. I wouldn't know, since I'm only 54.
But I watch the all-news cable channels instead of MTV, and most of
the commercials I see are for things that are marketed to my
generation. Same goes for the radio stations I listen to and the
magazines I read -- I choose the ones that meet my tastes, and they
are the ones advertisers use to reach me.

You are in the tail end of what in radio is called 'the sales demo.' When
you look at the specifications that ad agencies put on their buys, you find
that about 80% are for 25-54 or some part of this. The remainder is fror
12-24, 18-24 and a bit of 35-64 or 45-64.

That ads reach you does not mean you were specifically targeted. It just
means that the media you consume have efficiency in reaching the primary
demo advertisers usually want.

I may be an Old Fart (and proud of it!), but that doesn't mean I don't
still choose between McDonald's and Wendy's, or between Ford and GM,
or between Coke and Pepsi. AAMOF, I recently switched from Coke
Classic to Pepsi One. Needed a sugar-free alternative to the Coke
I've preferred all my life, and never cared that much for Diet Coke's
aftertaste. So I ignored brand loyalty and went with the product I
liked better. I suppose that means I can still be swayed by
advertising if I find the product itself suitable.

You are using principally anecdotal and personal cases. The studied
behaviour of 55+ and 65+ consumers shows a poor ROI on ad investment except
where the product has no past preferences, such as a product used only by
older folks.

Since these decisions are made by marketers at P&G and Ford and
Budweiser,
there is no way individeual stasitons or groups can possibly get through
at
that level... in fact, demographics were probably considered in procut
design.

I never said otherwise. But the radio stations I listen to generally
carry advertising that's aimed at adults, often at middle-aged and
older adults rather than young ones. Advertise anything you want on a
CHR station, I'll never hear it. Advertise Clearasil or The Gap on an
oldies or news-talk station, you're wasting money.

Yet there are many exceptions. Many non-ethnic CHRs get excellent 25-34
female numbers. News stations deliver comeptitive 35-54, even if half the
audience is older.

Those who do target 55+ ususally use specialized magazines (AARP, for
example) and special interest publications (like travel magazines,
finance
magazines, etc.) since they are efficient in reaching 55+ persons.

Tell me, what ISN'T a special-interest magazine?

The average medium US market has maybe 20 viable radio stations. The average
magazine rack has hundreds of magazines. That degree of specialization can
exist in a national magazine, which may pick up subscribers and readers in
tiny quantities locally, but is "massive" nationaly. Radio sells nearly all
its inventory locally, and can not be that specific. there is no "home
remodeling radio station."

You are an exceptional person in this group. A significant portion of
Americans reaching retirement age have savings under $100,000 (think it
is
90% plus) and will live on $1200 in monthly SS payments.

Incorrect. reread your own statement. Hardly anyone reaching
retirement age is receiving Social Security payments; it's those who
have actually reached the minimum age and who have also chosen to
retire (or those who are old enough to continue working while
simultaneously receiving SS) who receive Social Security benefits.
(And a few people like me receive Social Security Disability Income
benefits, but that's not the same as the retirement benefit.)

Most people define retirment age as the time SS kicks in... 62 or 65. while
a few retire earlier, the general definition is probably some vague place
between the late 50's and 60's.

Most retired
persons have extensive credit card debt, since they use the card to
finance
emergencies, and then gto for years paying it down.

Not the retirees I know. They pay off their cards every month, and
have ever since they figured out how much of their debt was due to
interest and other charges.

Anecdotes again. It may be online, but Smart Money had an article on
retirement savings about 3 months ago. In it it showed the average savings
of the retirement-age American. And the amount of debt, both revolving
credit and mortgage debt. Most folks in their 60's have scant savings,
considerable debt and not a lot of maneuvering room.


Perhaps when you're older you'll understand that a lot of advertisers
do recognize the economic clout of the Baby Boom generation and target
us through our "specialized" media.

You are making assumptions again. How old do I have to be? How old do you
assume I am?