You Can Teach an Old Dog New Tricks: Strategies for Including Older Consumers When Selecting Media Vehicles

Ted D’Amico

The present article provides evidence to suggest that older consumers are just as likely as younger consumers to switch brands, and discusses specific guidelines and strategies for taking older consumers into account when selecting media vehicles.

You Can Teach an Old Dog New Tricks: Strategies for Including Older Consumers When Selecting Media Vehicles

Ted D'AmicoSVP, Mediamark Research Inc.

BACKGROUND AND OVERVIEW

Typically, older consumers are not considered for targeting because most advertising agencies and media buying services assume that older people are less open to change and are more committed to their brands than younger people. They seem to believe the old adage that "you can't teach an old dog new tricks."

In an attempt to determine the validity of this adage, at least as it applies to people, the...

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