Monday, August 3, 2009

Marketers can forget to focus on male Baby Boomers for purchasing decisions

When looking for a target demographic for your campaign, do not forget that men also make purchasing decisions.

Reported by MediaPost, the Natural Marketing Institute (NMI) completed a survey of 3,000 adults regarding the economy.

According to the results, “40% of men over the age of 50 said they are not feeling increased stress because of the economy, compared with 30% of women in the same age group.” Also, one-third of Baby Boomer men are the primary household grocery shopper, which is up from 20% ten years ago. Research says men are more willing and tend to purchase more brand name products. From the study it was found that Baby Boomer men are more likely to make impulse purchases and spend more money than Baby Boomer women.

To create a successful campaign, it is very important to make sure that the target demographic is being reached by the right creative and the right media. It is also imperative to know who will be making the purchasing decisions in regards to the product or service being advertised.

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