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OUR REGULAR AGENCY CAN DO A GOOD JOB WITH THE 50+ TARGET GROUP |
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MAYBE, ALTHOUGH THE ODDS ARE AGAINST IT
According to a recent survey, the average age of agency personnel is 28. It’s hard for them to relate to the needs and interests of mature target groups. Most of them see all people over 50 as a different species – and a not very interesting one at that. Most advertising that shows older people still caricatures them to get laughs.
Many attempts to reach the mature market by traditional agencies have failed due to simplistic stereotypes and generalizations that tend to insult rather than persuade the target group. People over 50 generally feel that advertising geared to them is condescending, stereotypical and places far too much emphasis on medical conditions. (Active Times survey). |
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