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Tips for reaching baby boomers via TV and online

Furniture World Magazine, 12/3/07

Abstract:

In the past, advertisers have focused on reaching consumers in the 18 to 49 range. Today, that may be changing. As more and more companies are realizing the buying power that the baby boomer generation possesses, marketers are shifting their ad dollars and campaigns to reach this powerful market segment.

The baby boomers  — those born between 1946 and 1964 — comprise a market of 76 million people. And unlike the younger generations who are saving to buy houses and cars and struggling to raise a family, boomers have a fat wallet of disposable income (some experts have approximated that boomers have nearly a trillion dollars of spending power). Knowing this, no company can ignore the sheer size of the market, nor the wealth or voice that they have. That's why smart marketers are rethinking their ad campaigns and targeting this profitable niche.

So what's the best way to reach this market? TV and Internet, for sure. While television is still the most effective medium for reaching boomers, the online options are growing fast. Following are some guidelines for using each effectively.

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