Advertising to Baby Boomers Revised

Award-winning advertising copywriter Chuck Nyren knows a thing or two about baby boomers. To start with, he is one, but beyond that he helps companies create advertising that speaks to this age group. Nyren believes that many companies are losing baby boom customers because their advertising fails to speak to boomers. To remedy this, he advises, in part, that firms should demand that their advertising agencies put baby boomers in charge of creating campaigns for their peer group. Just as he would not feel comfortable creating advertising for twenty-somethings, he thinks it is a big mistake to expect twenty-somethings to create advertising campaigns that speak to boomers. His book is filled with examples and suggestions for industries such as housing, pharmaceuticals, automotive, travel, and financial planning, all industries that try to attract customers from the baby boom generation. In this updated and revised edition, Nyren continues his crusade to get ad agencies to recognize the importance of using baby boomers to create advertising targeted to baby boomers. He notes that since his first book came out in 2005, baby boomers have begun to receive much more press, but advertisers continue to overlook them as an important and influential market. Filled with timely examples of both press and advertising campaigns, the book also explores resources. A new interview with a British firm that is leading the way in advertising and using direct mail with baby boomers is included.