A challenge to media buying orthodoxy comes this week from Joint Communications, media/marketing consultants who have some thoughts on the lack of logic in targeting young consumers:

Traditional media buying beliefs states the strongest marketing ROI comes from younger consumers still-moldable for brand building opportunities. It is believed older, smarter, wiser Boomer consumers are less susceptible to marketing messages. Nonsense. Do you really think Boomers are ready to retire and become irrelevant? Baby Boomers have money, they aren’t afraid to spend it and their minds aren’t locked on life-long brands. They want content and marketing geared for them. And they can be influenced, too.

For more on this, read what Marti Barletta and Rance Crain have to say about advertisers and why they fail to understand the 50+ market.

This entry was posted on Tuesday, May 15th, 2007 at 9:54 am and is filed under Marketing, Media. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.