Targeting the Mature consumers

To develop a critical understanding of the issues and concerns relating to the practice of marketing to mature
consumers, namely consumers aged 50 years plus.

?Only 10% of marketing spend is aimed at over fifties and research by advertising agency McCann Erickson indicates
that most communications sent to them about brands and services are irrelevant or insulting to them?This is
massive, forgotten market.?

With reference to the above point of view, critically examine the nature of the mature market and the extent to
which it is being effectively targeted by marketers

consult and discuss two relevant, refereed journal articles

provide examples to illustrate arguments.

interview one consumer (aged 50 or above) and assess whether he/she feels that marketers are effectively serving
his/her particular age-group.
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