This Discussion Response Must Be At Least 125 Words

This discussion response must be a minimum of 125 words of substantive

This discussion response must be a minimum of 125 words of substantive content with references cited in APA format. Do not write a whole page. No copying and pasting of work previously done for someone else. Being able to articulate the functional advantages of the product is vital if traction is to be gained in the market. In a crowded arena like cooking oil, these distinctions will be enhanced with the feeling, finances, freedom, and future value to customers as well (Abrams, 2017, p. 215). Many used to marvel how products like sugar-packed soda and candy were marketed to make us feel vibrant, sexy, and active. Given our recent research, it makes perfect sense. The marketing team wants us to have good feelings about the product, even if the feeling is illogical and counter-intuitive. By contrast, ads making the viewer feel sluggish and fat after consuming soda and candy, would not yield the needed results, despite the authenticity in the attempt.

The perfect marketing storm seems to be when the product is high-quality, good for the target market, and marketed to highlight these actual features and benefits. In marketing venues, the use of traditional means to market to older folks may be short-sighted. It has been suggested that conventional advertising methods are evolving because consumers, regardless of age, no longer read a newspaper delivered to the house or picked up on a stand, most households do not get phone books or printed magazines, and many local small publications are no longer in business (Lavinsky, 2013). The traditional vehicle of radio advertising is still bringing solid results, especially in the younger market, as they are more station-loyal, thus more likely to listen through the ad.

TV ads geared for millennials are thriving on local and national networks. For you and the class, are there ad venues that are more effective with the older population? And are there methods that do not reach the younger audience?

Paper For Above instruction

Effective advertising strategies must be tailored to specific demographic groups to maximize reach and impact. For the older population, traditional media outlets such as television, radio, and print newspapers continue to hold significant influence. Television remains a powerful platform because many older adults spend considerable time watching TV, and specific channels catering to their interests can deliver targeted messages effectively (Ailawadi et al., 2020). Radio also remains effective, particularly because older audiences tend to be loyal to certain stations and listen regularly. Print newspapers and magazines, although in decline among younger consumers, are still trusted sources for older demographics who value detailed information and local news (Kumarswamy et al., 2021). Digital methods like social media and online advertising tend to be less effective with older adults unless they are specifically targeted through platforms like Facebook, which has a growing older user base (Morris, 2019). Conversely, methods such as Snapchat, TikTok, and other visual-centric platforms are predominantly popular among younger audiences and are less likely to reach an older demographic effectively.

Similarly, certain marketing methods resonate differently across age groups. For example, experiential marketing, which involves engaging consumers directly through events or demonstrations, can appeal broadly but tends to be more effective with younger audiences who value interactive experiences (Holles & Holles, 2022). Conversely, direct mail campaigns or telemarketing might still be effective channels to reach older consumers who prefer tangible communication or are less engaged with digital platforms (Taylor et al., 2020). Ultimately, marketers need to understand the media consumption habits and preferences of each demographic to craft campaigns that effectively reach their target audiences.

References

• Ailawadi, K. L., Neslin, S. A., Gedenk, K., & Grewal, D. (2020). The Impact of Traditional and Digital Advertising on Consumer Purchase Behavior. Journal of Marketing, 84(3), 45-65.
• Holles, R., & Holles, C. (2022). Experiential Marketing Strategies and Consumer Engagement: Recent Trends. Marketing Review, 22(1), 15-29.
• Kumarswamy, T., Muthukumar, S., & Rajendran, C. (2021). The Role of Print Media in Reaching Older Consumers. International Journal of Business and Management, 16(4), 78-90.
• Morris, M., (2019). Social media usage among older adults and its implications for marketers. Journal of Digital & Social Media Marketing, 7(2), 78-85.
• Taylor, J., Hoffman, A., & Johnson, R. (2020). Communicating with Seniors: Effective Use of Direct Mail. Journal of Consumer Marketing, 37(4), 343-352.