Strategies Are Only As Good As Your Knowledge Of The Means To Effectively Communicate Your Message

When designing media plans for our clients, the question we must always ask ourselves is:

How do we effectively and efficiently reach the most serious baby boomer and older consumer?

While the mechanisms of information processing are the same for everyone, changes take place in the workings of these mechanisms across the life span. These developmental changes involve changes in motivational forces and in how we experience and think about matters.

Insight into the brain/mind workings of baby boomer and older consumers is a key element of an effective and efficient media plan. We deal with "What do you say to a consumer in a relationship, how do you say it and when do you say it." In addition, marketing research provides us additional direction and data to reach these precise targeted consumers.

Our resources provide us with the consumption patterns found in survey data that confirm demographic and socioeconomic profiles of these particular market segments. Current qualitative (Scarborough) as well as quantitative (Arbitron, Accuratings, Media Audit) data is utilized to elect the communications vehicles most used and likely to be used by targeted audiences, therby increasing advertising potential. The appropriate mix of print, broadcast, direct mail, outdoor and/or Internet advertising is then determined to meet campaign objectives.