While composing the Afterword for Advertising in the Aging Society, I had most of the chapter drafts and resource materials to work with.
After turning in my 1st Draft, Florian Kohlbacher sent me this:
Btw, Dave is writing the Foreword so good that you’re quoting him…
That would be Dave McCaughan, Marketing Thought Leader and Storyteller based in Hong Kong. He’d penned an excellent piece in Research World titled Aging Asia, and I’d pulled a few quotes for the Afterword – not knowing he’d written the Foreword.
Now I’ll pull a quote from Dave’s Foreword:
But the frustration remains. Perhaps best summed up by my friend Toru Shibata, ex-president of Johnson & Johnson Consumer Japan, who complains that it is so difficult to talk to his market research suppliers, his advertising agencies, his own marketing departments about targeting 70-year-olds when they are all staffed by people in their 30s and 40s. To those “young” professionals talk of advertising to a 70-year-old seems like talking about their grandmother, or great- grandmother. A beloved relative but a boring and misunderstood target audience.
Mr. McCoughan recently interviewed Professor Kohlbacher on Zoom, a Video and Web Conferencing Service. It’s worth a listen:
More about Advertising In The Aging Society by Michael Prieler and Florian Kohlbacher: