TY  - JOUR
AB  - Marketers and advertisers have ignored the individuality and diversity of older consumers. Communicating, developing relationships and building loyalty with mature individuals is different. Based on market research done at American Express Financial Advisor and learning from other marketers, new principles have emerged on how to communicate with mature individuals. This learning goes beyond merely using larger point sizes. Traditional advertising techniques need to be inverted. There is a need to be conditional ‐ allowing individuals the freedom to roam within a marketing or advertising concept according to their personal station in life. Time is not of the essence ‐ consumers are “careful buyers who do their homework”; they are “information hungry” and “have the time to investigate their purchases. Other points raised include the fact that arrogance does not sell, MTV quick‐cut editing is out, and it is necessary to remember that “mature excitement” is different from “adolescent excitement.”
VL  - 14
IS  - 4
SN  - 0736-3761
DO  - 10.1108/07363769710188563
UR  - https://doi.org/10.1108/07363769710188563
AU  - Nielson John
AU  - Curry Kathy
PY  - 1997
Y1  - 1997/01/01
TI  - Creative strategies for connecting with mature individuals
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 310
EP  - 322
Y2  - 2024/05/07
ER  -