Essay - Connecting to Boomers Chapter Iii: Relating to Boomers Introduction During...

Connecting To Boomers

***** III: Relating to Boomers

Introduction

During this chapter, ***** three, the researcher presents a number of contemporary perceptions regarding ***** to answer this DRP's second question. This study's second question, noted in this ***** introduction asks:

What ***** and misconceptions relating to Boomers, must businesses, and advertising creatives understand ***** relate to the wants and needs these consumers possess/project and successfully connect with them in advertisements, particularly TV?

As this chapter searches out relevant *****s for this question, the ***** focuses on three ***** *****es.

The three themes encompass current perceptions and ***** about Boomers; identify a number of ***** ***** needs attributed ***** Boomers; relate numerous ideas businesses could consider to better ***** to Boomers. The researcher also analyzes researched information to create three figures to complement findings.

Current Perceptions about Boomers

***** Realizations Do Not Match Up

***** than preparing for the future, Boomers prefer to enjoy ***** moment, Harris (2003) stresses. The Baby Boomer generation, also known as the "me" ***** reportedly desires ***** remain healthy and young. Despite this generation's good intentions, however, many individuals in this group are reportedly "not willing to pay ***** price to get there" (p. 83). One contem*****orary concern facing the U.S. that will directly affect ***** future ***** advertisers will also face is that approximately 76 million baby boomers in the U.S. ***** soon retire from the mainstream of society. As these individuals will no longer work long hours at high-pressured jobs in their primary careers, ***** lifestyles ***** dramatically change. Along with this impending transition for ***** ***** their communities, the realization comes to light that both ***** and businesses need Boomers' support. The priceless benefits Boomers contribute to communities, such as ***** influence, knowledge and, wisdom, as well as ********** financial prowess impact communities and businesses.

Consequently, as Boomer constitute ***** a powerful *****, own the m*****jority of ***** wealth in the U.S., and control the majority ***** the country's discretionary spending, ***** cannot afford to ignore ***** (Carpenter; Winter, 2002).

***** can the fact be ignored that ***** Boomer generation is nowhere near ready to ***** written off or d*****carded. Even during the process of pursuing mid-life comf*****ts and moving in***** retirement, *****s refuse to perceive themselves as old. Instead, as they ma*****tain a sense of eternal self-confidence, they perpetually strive to learn, relish a ***** of fun in life, *****re hungry for *****, ***** *****ly adopt innovative technologies (*****).

***** following figure (1) reflects how the amount of advertising dollars, 5% does not match the percentage of ***** Boomers control (70%), nor the ***** of ***** group's discretionary spending (50%) (Carpenter):

Figure 1: Mis*****ed Percentages (Adapted ***** Carpenter, ¶ 4)

Winter (2002) reports the percentage of advertising funds to be double ***** amount ***** reports; that approximately 10% of advertising monies are specifically aimed the Boomer market. Winter ***** concur however, that businesses and ***** target their ***** toward the younger *****, ages 18 to **********. The underlying message ***** too many