thoughts on newest 12 + ratings?

[Roger Kolakowski]

Larry said:

But, I think there also is a market of older people who don't
want to recognize their age, who want to seem forever young, and
there certainly are products (hair coloring, for example) that appeals to
them.

My hair's just fine and I've been listening to Clairol Hair coloring spots
for 20+ years...haven't bought any yet...

But the 60's are still a blur...

Roger
WA1KAT

----- Original Message ----- 
From: "Larry Weil" <kc1ih@mac.com>
To: <boston-radio-interest@rolinin.bostonradio.org>
Sent: Saturday, January 14, 2006 9:28 PM
Subject: Re: thoughts on newest 12 + ratings?


> At 09:09 PM 1/14/2006, rogerkirk wrote:
>
> >IMHO, people our age tend to make their buying decisions a little
> >more carefully than they did in their 20's.  They value
> >functionality, product longevity and quality over what's
> >'HOT.'  Less likely to overspend on a flashy sports car that gets
> >poor gas mileage, but is 'HOT.' (Exemptions available for
> >50-somethings experiencing late/mid-life crises that demand the
> >obligatory red sports car.)  Not as likely to buy a 'loaded'
> >computer for gaming - more likely to buy a modest one for e-mail and
> >printing pictures of the grandkids.  More likely to buy a basic cell
> >phone to make calls, not a $300+ model that takes pictures, plays
> >music & videos, sends Instant Messages, surfs the Internet and
> >downloads Fitty-Cent ring-tones.  In short, they stop to think
> >before they buy, they're typically more frugal and they're a heckuva
> >lot harder to seduce with Madison Avenue trickery.  It's probably
> >much easier to get a 20-something to part with his/her disposable
> >income for something 'NEAT'.
>
> OK, I'm 55 (almost 56), so here's my take on this.  What you said,
> while somewhat of a generalization, is very true.  What this points
> to is not that those in our age group cannot be influenced by
> advertising, but rather it gives a good summary of how products and
> the advertising for them can be effectively aimed at people of this
> age.  But, I think there also is a market of older people who don't
> want to recognize their age, who want to seem forever young, and
> there certainly are products (hair coloring, for example) that appeals to
them.
>
>
> Larry Weil
> Lake Wobegone, NH
>
>