JCM is only available to subscribers, so all I can do here is pull some quotes:
"Advertising to Baby Boomers is an easy, informative read that will resonate well with Boomers and will give non-Boomers some useful insights when advertising to this important market. As a member of the generation myself, I now know why so many advertisements leave me cold (e.g. either I do not understand the humor or I don't care enough to work at deciphering the advertisement). I thought it was just me, but after reading Advertising to Baby Boomers, I now put the blame squarely where it belongs…"Much thanks to Dr. Wolburg and The Journal of Consumer Marketing.
"The second section (of the book) addresses the process of finding the best marketing or advertising agency. It identifies the myths that traditional ad agencies hold regarding Boomers and advises business owners who want to sell to this group to walk away from agencies that think this way."
"The third and last section offers resources, a case study, and final thoughts. He sharpens some of his earlier points and cautions readers that some of the recent buzzwords in advertising, such as branding, are not all that they are cracked up to be."