The mature (over 55) marketplace is not only the fastest growing market segment in the world today...it's also one of the most misunderstood. This book delivers hard rules for advertising to the only age group whose numbers will take a quantum leap in the first quarter of the 21st Century.
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Most Helpful Customer Reviews
2 of 3 people found the following review helpful:
4.0 out of 5 stars
Not an easy read, but some good info regardless,
By A Customer
This review is from: Silver Linings: Selling to the Expanding Mature Market (Hardcover)
There's some very valuable information in this book for those who market to the senior (55+) audience. Dozens of examples of advertisements geared towards seniors help to illustrate Mr. Lewis' points. However, the organization of this book leaves something to be desired. It jumps from topic to topic, and points are repeated (often verbatim) throughout the book as if the author simply forgot he had already addressed that topic. But I did walk away from this book with plenty of ideas I'll put into practice. If you do any direct marketing to seniors, you'll surely get at least a few new ideas from Silver Linings.
5.0 out of 5 stars
I disagree: It's a GREAT book!,
By A Customer
This review is from: Silver Linings: Selling to the Expanding Mature Market (Hardcover)
I disagree with the previous reviewer. I found the information very valid and not repetitive. Amazingly, although the text is dated 1996, it is absolutely applicable to 2005. In fact, it's nice to see that much of what the author predicted for the future has already come true...and I have no reason to believe that his other predictions won't come true eventually as well. This book is oriented towards copywriters, whether they be self-employed, advertising agency employees, or simply businesspeople who want to write advertising for seniors. The author is a senior himself and the author of many, many texts on copywriting and advertising, so he knows his stuff on both counts.
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