Two-thirds of consumers above the age of 45 believe advertising is neither attuned to their needs nor entertaining. Brands and agencies can start to fix that by not making the following mistakes.
Examples of tried-and-true techniques for speaking to older consumers.
GREATER CHINA - Aprais, a global independent consultancy that specialises in relationships between clients and agencies, has appointed Royce Yuen, a seasoned ad man and former group chairman of Ogilvy Hong Kong and Southern China, to be its first chairman for Greater China.
Marketing to older consumers does not mean concocting products specifically for the ageing demographic.
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