Advertising Connections to Baby Boomers

Advertising Connections to Baby Boomers

Advertising creatives frequently distort representations of Boomers and other "real" people in TV commercials. Kim and Lowry (2005) cite Williamson (1978) to purport: "advertisements must take into account not only the inherent qualities and attributes of the products they are trying to sell, but also the way in which they can make those properties mean something to us" (¶ 1). Despite their propensity to disguise and distort reality in television, commercials possess the capacity to sway people to adopt identical views of the world, according to Gerbner et al. (1994), cited by Kim and Lowry (2005, Discussion ¶ 5).

During this literature review chapter, this researcher presents a sampling of "straight" information to align with solving the problem of how cell phone service providers may better appeal to Boomers in TV commercials. For this study segment, this researcher explores information relating to the following themes, which contribute to answering this study's primary consideration, relating to ways cell phone service providers may more effectively influence boomers to purchase their services:

Conceptions and misconceptions relating to Boomers;

Cell Phone service providers;

TV commercials;

Effective advertising tactics and strategies.

Information for this literature's discussion of published information relating to the key terms, which include, however, are not limited to: Baby Boomers; advertising; cell phones; marketing; TV; television commercials; cell phone service providers; advertising theory, this researcher reviewed information from scholarly journals, magazines, books, newspapers, studies and Web sites. To help ensure credibility of this study, this researcher utilized information published and/or posted by reliable sources (Literature Reviews, 2007, ¶ 2).

This literature review, which synthesizes and summarizes information relating to the study's focus, implements a thematic review of the literature, organizing segments around a topic or issue, instead of chronologically (Literature Reviews, 2007, What is a literature review, ¶ 2; but how is a literature review different... ¶ 2-3).

Conceptions and Misconceptions Relating to Boomers

Appealing to more than One Group of Consumers

In "The ultimate bundle: baby boomers and teenagers," Rachel Brown (2007) cites Matt Thornhill, "president and founder of the Boomer Project, a market research and consulting company," based in Richmond, Virginia to stress the value of not only targeting teenagers, but also Boomers; that it actually constitutes "smart marketing" (Marketing to Teens and Parents ¶ 4). Thornhill purports that businesses need to create advertisements that appeal to all groups of consumers. He notes regarding a 2007 Verizon ad which depicts a father wearing a bathrobe. The father asks his two kids something similar to: "What did you get for Christmas?." Both kids "received high-end phones and gadgets.

Dad asked what he got, and they said, 'aftershave.' He said, 'Dad got hosed'" (Marketing to Teens and Parents ¶ 4). This particular ad, Thornhill explains, relates a pertinent message for Boomers with kids, as well as to cell phone service providers who want to cater to their wants and needs, as it reminds viewers to, along with caring for their kids, to do something for themselves. This particular ad serves as an effective example of targeting more than one consumer group in a TV commercial. Brown (2007) also cites Robert Trottmann, director of marketing for Fidelity Communications Co. (Sullivan, Mo.), who reports that his father reflects why reaching Boomers proves challenging. When Trottman worked with another company demonstrating video phone service which utilized high-speed, despite demonstrating to numerous Boomers how to communicate with and simultaneously see their grandkids in another location, this product did not successfully sell. He concludes that when it comes to Boomers:

It's hard to grab their attention" (¶s 2-3).

Value Exists in Valuing Boomer Business

Zoomers," derived from the term, Boomers, denotes a group of customers, who reportedly love components of desert life, particularly Las Vegas and are continually on the move. Jeff Bargerhuff, a senior vice-president in banking marketing, notes that Zoomers, semi-retired Boomers, work in third-stage charity connected careers or for their personal gratification they enjoy. Bargerhuff recognizes the value that exists in valuing Boomer business. He relates a strategy his bank utilizes in targeting Boomers:

We let our customers know that their business is valued, and we treat them as individuals" ("Grabbing Zoomer Business with Analytic Tools," 2007, p. 56).

Missed Connections

As advertisers create advertisements with the intent to convince consumers to purchase particular products and become long-term proponents of a particular brand, and Boomers constitute such a prolific, potentially profitable consumer group for advertisers, the question arises: Why do a myriad of advertisers miss the connection? Obviously, this researcher purports, a need, as well as a dearth of information, clearly exists for ways to effectively market to Boomers in advertisements, particularly TV. In the online quantitative study Harris and Edelman (2006) conducted with 200 consumers, ages 55-60, the respondents related that ninety-three percent of the ads they surveyed effectively communicated benefits the represented products and/or services proclaimed. Two primary reasons advertisers miss numerous potentially profitable connecting with Boomers:

The advertising sets social context that is foreign to boomers.

The characters in the advertising are generally not relatable to Boomers. (Harris and Edelman, 2006, p.7)

Advertising's Potential

In the U.S. News & World Report article: "Oldies but goodies," Kristin Davis (2005) stresses the value of Boomers in the U.S., noting this gourp "ought to be the most sought-after demographic cohort for American marketers. As a group, they are the most affluent Americans, with three quarters of the nation's financial assets and an estimated $1 trillion in disposable income annually" (¶ 3).

Despite the potential profits businesses could retrieve from this group, with the oldest boomers turning 60 during 2006, the percentage of advertising directed specifically at the 50-plus market only totaled approximately 50% during 2005. Davis (2005cites Brent Green, author of Marketing to Leading-Edge Baby Boomers to contend: "Once you turn 50, you fall off the planet" (¶ 3). Te Revesz, an associate director of research firm Find/SVP, argues that when pitching products to Boomers, "anything marketing to silver hair is bad marketing" (¶15). According to Revesz, advertisers need to incorporate concept of words that communicate self-image, not chronological age. According to her, making the 50 -ish Boomer feel as if he/she is 30 years-old-again contributes to an advertisement's success.

Cell Phone Service Providers

Nationwide 2003 Study by AARP

In "Understanding Consumer Concerns about the Quality of Wireless Telephone Service," Christopher a. Baker, and Kellie K. Kim-Sung (2003) report results from a nationwide 2003 study AARP conducted. This study represented 3,037 adults living in the continental U.S. adult who owned a telephone and, while simultaneously allotting for wireless telephone users and non-users comparisons in three various age groups: a: 18-49; b: 50-64; c: 65 and older. Researchers measured: "consumers' interest in, awareness and understanding of, and satisfaction with wireless telephone service and service providers" (¶ 1).

Findings revealed that a number of U.S. Boomers considered cellular phone service an essential component in contemporary times. Survey respondents age 50 to 64 (50%), the report revealed, found "are almost as likely as respondents age 18 to 49 (55%) to report having cell phone service. Respondents age 65 and older (27%) are less likely to say they have cell phone service" (Baker, and Kim-Sung, 2003, ¶ 1).

Another Generation's Cell Phone Preferences

The cell phone related study by the University of New Hampshire reports preferences from a generation much younger than Boomers. "Students at the University of New Hampshire (UNH) want pragmatic and practical features on their cell phones," ("University of New Hampshire," n.d.,¶ 1). this study found. "Their top current uses of cell phones are to make phone calls, text message, and use their phone as an alarm clock" ("University of New Hampshire," n.d., Executive Summary, ¶ 1). With only 1% of participants from this study reporting they did not use a cell phone, uses students reported for their cell phones included: Talking 91%; Text Messaging 87%; Alarm Clock 80%; Calculator 55%; Backlight as Flashlight 55%; Camera 54%; Calendar 47%; Picture Messaging 37%; Internet 10%; Instant Messaging 9%; Music 8%; Email 7%; Video Messaging 6%; GPS 3%." Interesting to note, this researcher contends, that the study of the University of New Hampshire findings regarding students' preferences for cell phone services could likely reflect a number of boomers preferences. (Appendix a)

Comparison of Four Cell Phone Service Providers Jerry Ropelato, who founded TopTenREVIEWS, Inc. In 2003, reportedly possesses 28 years experience in technology and management. He also founded several other successful businesses. Stan Bassett, on the board of directors of TopTenREVIEWS, Inc. served as a former Executive Vice President of MarketStar, and strategically managed the business development of retail clients such as Sony, LG, Canon, Motorola, Office Depot and Whirlpool. He developed innovative field marketing campaigns to deliver predictable, measurable results, including account satisfaction, retention, profitability and loyalty. The other two members of the board of directors for TopTenREVIEWS, Inc., include Bo Peabody, and Mark Solon ("Cell phone providers," 2008). Bo Peabody, also a successful businessman co-found Village Ventures, an early stage venture firm with $150 million under management. Peabody wrote Lucky or Smart? (2005), a book for entrepreneurs published by Random House.

Mark Solon, former President of the Board of Directors of the Discovery Center of Idaho, currently serves on the Idaho Business Coalition for Education Excellence. These four men, along with six others noted on their Web site, manage TopTenREVIEWS, Inc. ("Cell phone providers," 2008). The following four categories denote criteria TopTenREVIEW used to evaluate cell phone providers:

Feature Set:...variety of options, including call waiting, call forwarding, Bluetooth (internet connectivity), text messaging and more.

Service Area on-Network:...coverage areas, including nationwide coverage. Minutes: A good cell phone provider should offer plans with a good minute-to-dollar ratio. Overage charges should be minimal, and the cell phone plan should offer free mobile-to-mobile minutes, free long distance and similar features.

Help/Support Options: Cell phone providers should offer extensive support, including phone support, an online FAQs page, live chat and an email contact address. ("Cell phone providers," 2008)

Four of the 10 companies noted and reviewed by TopTenREVIEWS (2008) included Verizon, at&T,

Mobile, and Sprint Nextel. TopTenREVIEWS ratings reflect cell phone providers:

Plans

Minutes/features

Fees

Features] included in basic land

Help and support

Cell Phone Selection

Considerations Regarding Minutes/Features:

Free Nights and Weekend Minutes

Mobile to Mobile Minutes

Rollover Minutes

Free Incoming Minutes

Unlimited Minutes Option

Text Messaging

Unlimited Text Option

Does Not Round Minutes Up

Coverage Area

Check Minutes

Check Texts

Roadside Assistance

Other Considerations:

Plan Fees

Features Included in Basic Plan

Help and Support

Cell Phone Selection

Roaming Charges

Activation Fee

Contract Length

Early Termination Fee

Days to Return Phone & Cancel Service. ("Cell phone providers," 2008) (adapted from Appendix B)

TV Commercials

Boomers' Knowledge

Boomers' diverse backgrounds, along with the fact individuals in this group have already survived a number of tough times, albeit, equip them to assess today's uncertain economic times with knowledge of what it takes to survive. Boomers have watched advertising advance through various stages of its "revolutionary development" as it utilized a number of unique and ordinary attempts to influence consumer choices. Companies or advertisers that do not understand Baby Boomers, Nyren (2005) argues in his book, Advertising to Baby Boomers, face future failures in business. Because they grew up with advertising, Boomers know the advertising field and are sophisticated regarding advertisers' tactics. The contemporary economic climate in the U.S. mandates that businesses successfully communicate with their customers to grow and survive. To enhance and effectively utilize success of advertisements, particularly in TV advertisements, and better connect with Boomers, the largest and wealthiest group in America; in their quests for more certain fiscal futures, businesses must ensure their advertisements relate in ways that foster trust and honesty. Too frequently, like the proverbial "double-edged sword," the ads net some interest, yet simultaneously, at times actually alienate Boomers. For businesses to survive, they must be able to market to this group without offending them.

The "Mainstreaming" Effect During their study, Kim and Lowry (2005) examined a sampling of prime-time TV commercials, and also included repeat advertisements, which numerous past studies, conducted in countries other than the U.S., did not include. Within the framework of cultivation theory, the Kim and Lowry (2005) stress they believe repeat impressions prove vital and ought to be included. Prior studies "conducted in different countries, and different countries have different cultural expectations and norm," (Discussion ¶ 7).the authors noted, nevertheless some representative categories and methods, warrant numerous comparisons. Kim and Lowry (2005) report that "the content universe for this study consisted of prime-time programming (7:00-10:00 P.M.) from 7 January through 3 February 2001, a total of 28 days" (Method ¶ 1). Participants viewed programming created for a general audience on five Southern Korean major television networks; with the regional and commercial-free networks excluded. These networks prove equivalent channel to the U.S.'s four major networks, ABC, CBS, NBC, and Fox.) to collect data, Kim and Lowry (2005) utilized a stratified sampling method. Other specifics for this study included:

Samples of 4 days (3 h per day) from each week were randomly selected and videotaped to construct four sample weeks. Advertisements for television shows, movie promotions, and public service announcements were not included in the samples. Commercials that contained only children, animals, or cartoon (fantasy) characters were also excluded. After those deletions, a net sample of 878 advertisements was available for analysis. Although many past studies excluded repeat advertisements, we included all repeat advertisements, because our study was designed to see how frequently stereotypical images of women were represented in television advertisements. This approach is based on cultivation theory, as each advertisement creates another "impression." (Kim and Lowry, 2005, Method¶ 2).

From the study, Kim and Lowry (2005) report research reveals that one area in which TV commercials influence individuals includes broadcasting formulaic depictions of societal gender roles; with the mainstreaming effect serving to decrease numerous differences among TV viewers. Some elderly heavy television commercial viewers more likely than viewers who watch fewer commercials "perceive characters (e.g., the elderly) in commercials as realistic (i.e., mainstreaming effect)" (Discussion ¶ 5). Even TV viewers who claim commercials do not adversely affect them, Kim and Lowry (2005) cite Gunther and Thorson (1992) to contend, when they view images over and over in television advertising, as cultivation theory suggests, this potentially creates a "mainstreaming effect." Due to this commercial side affect, advertisers who may not accept the responsibility to present statistically accurate societal images, albeit are responsible to portray changes in perceived societal stereotypes Kim and Lowry, 2005, Discussion ¶ 6).

Underlying Messages Matter Despite potential profitable advertising for Boomers, however, the marketing community virtually ignores the value that effective communication with this consumer group represents (Stroud, 2007, p. 2).

In CitiBank fraud advertising, for example, a TV commercial depicts younger cyber thieves victimizing older Americans. Some contend the "underlying message of the ads is that older people are more susceptible to fraud than younger people because Boomers aren't as competent in the digital era" (Harris and Edelman, 2006, p. 7).

Boomers' Frontal Lobes Targeted in "My brain on car commercials; Exploring the gray matter of auto marketing," Mary Connelly (2007) purports that future reports marketers could dread to hear could include: "No frontal activation" (Crash may not last ¶4).

Success in advertising, according to Connelly (2007) relates to effective catering to a person's frontal lobe. Neurological marketing, the technique, Steve Sands, a brain researcher developed, utilizes: "cognitive neuroscience equipment and software used in more than 3,000 labs around the world" to "study consumers' brain waves so as to make TV commercials more effective" (Connelly, 2007, ¶2).

Connelly (2007) reports that clients of Sand's company, Sand's Research, located in El Paso, Texas, currently include Coors and Burger King. In the future, according to this resource, commercials may be crafted to light a Boomer's frontal lobe.

Effective Advertising Tactics and Strategies

Shah (2008) cites Richard Robbins from Global Problems and the Culture of Capitalism to note the following regarding advertising's history in the U.S.:

The goal of the advertisers was to aggressively shape consumer desires and create value in commodities by imbuing them with the power to transform the consumer into a more desirable person.... In 1880, only $30 million was invested in advertising in the United States; by 1910, new businesses, such as oil, food, electricity and rubber, were spending $600 million, or 4% of the national income, on advertising. Today that figure has climbed to well over $120 billion in the United States and to over $250 billion worldwide. (Shah, 2008, para. 21)

Waldman (2008) a staff writer for TelevisionWeek, notes that "the baby boomer demographic... has come to be known as the TV generation" (para. 1). He reports that Steve French, a managing partner of the Natural Marketing Institute (NMI), stresses the spending power that Boomers possess and are expected to continue to have in the future merits marketing attentions. Boomers' buying power reportedly amounts to more than $2 trillion annually. French points out, however, that Boomers buying patterns will change and notes that luxury, albeit, sensible in a sense, will serve as a potent future market for Boomers.

Businesses may appeal to the following five generations living in the U.S. today:

The G.I. Generation,

The Silents,

Baby Boomers,

Generation X and the Millennials. (Clack, 2004, para.2)

Knowing and practicing generational strategy proves not only vital to a business's success, Chuck Underwood, principal & founder of Cincinnati, Ohio-based company, the Generational Imperative, Inc., a research-driven generational consultancy, stresses - but critical. In their advertising ventures, businesses need to clearly understand and pinpoint exactly what motivates each of these groups as differences significantly contribute to consumers' buying practices. Understanding key differences between generations helps businesses better personalize and market their products to particular groups (Clack, 2004, paras. 2-5). Contemporary Environmental Connections

In "The Environment: It's Not Time to Relax," Paul D. Christensen (1995) notes that throughout history, the primary factors determining consumers purchasing decisions have consisted of price and quality. In 1995, however, "softer," issues including environmental friendliness proved serve as tie-breakers for otherwise, primarily identical products and services. At this time, companies began routinely respond to this consumer trend, with companies marketing one in nine new products with reportedly being environmentally friendly (Christensen, 1995).

Productive Roles to Serve

In "The template of our lives: times have changed, and many of the assumptions, policies, and practices that underlie our society run counter to how Americans want to live their lives. Baby Boomers now approaching the last third of their lives may want to leave their jobs but not necessarily retire from work. Will they find productive roles to serve?," Metta Winter (2002) recounts that in 2002, 76 million baby boomers were about to retire.

Adequate Marketing Theory Needed

Felim O'Rourke points out in "The Analysis of Markets in Marketing: Weakness in Marketing Theory," that despite a myriad of data and knowledge currently available relating to marketing systems' operation s, a dearth of information exists for marketing theorists regarding conceptual and formal requirements to organize and analyze current knowledge. If adequate theory were available, it would proffer "a much more coherent, understandable and useful picture of the entire marketing process" (¶ 1). In "Born at the Right Time? Gendered Generations and Webs of Entitlement and Responsibility," Susan a. McDaniel purports: "Age and generation are important...not only in representing different stages of the life cycle, but because people of different ages embody different systems of patriarchy, different gender regimes. They bring to the present traces of different pasts (McDaniel, 2001, p. 193). As McDaniel's study, a segment of a bigger project on intergenerational interconnections, links current data and research relating to gendered intergenerational relations, she reminds readers of the value of positive relations between generations. No matter what a person's birth cohorts or his/her historical period of observation, the generational relations between individuals in both young and older age groups constitute the heart of a society's cohesion, stability and permanence (McDaniel, 2001, p. 193). One particular point K. Scott Derrick and Kate Hudson Walker (2006) present in "Talkin' 'Bout My Generation: Improved Communication and Greater Flexibility Can Bridge the Generational Divide in the Public-Sector Workforce," this researchers suggests, reflects a primary positive principle advertisers could utilize to enhance their connections to boomers. Derrick & Walker (2006) purport: "While it is easy to over-generalize the similarities among individuals in comparable age ranges, recognizing overall patterns of differences between generations can be instructive."