Further reading
Barsby, V. (1997) ‘Speaking the grey language’, Admap , September
British Code of Advertising Practice. London: ASA (see www.asa.org.uk)
Broadcasting Audience Research Board [regularly publishes television audience data with limited breakdown by age groups]
Carrigan, M. and Szmigin, I. (1999) ‘Ageism in advertising – a new age for old age?’ in: K. Lavery (ed). The Definitive Guide to Mature Advertising and Marketing . Shipton: Millennium Direct
Coleman, R. (2001) Living Longer: the new context for design . London: Design Council
Datamonitor. (2002) Senior Consumers . London: Datamonitor
Diamond, R. (2003) ‘Unlocking the value of the over-50 consumer’, Admap , May
Harris, K. (2000) ‘Silver service: what drives the greying market?’ Admap , November
Help the Aged. (2002) ‘Marketing and advertising to older people’. Report of a seminar held on 19 September 2002. London: Help the Aged
Kotler, P. (2003) Marketing Management , 11th edition. London: Prentice-Hall
Lavery, K. (ed). (1999) The Definitive Guide to Mature Advertising and Marketing . Shipton: Millennium Direct
Lazer, W. (1986) ‘Dimensions of the mature market’, Journal of Consumer Marketing , vol 3, pages 23–34
Martyn, S. (1999) ‘Age differences in ad responses’, Admap , December
Millennium Research Bureau. (2003) Mature Thinking: a social and statistical portrait of Britain’s mature market . Shipley: Millennium Direct
National Readership Survey. [regularly publishes data on readership of newspapers and magazines broken down by age]
Tylee, J. (2002) ‘Why are we never seen in adverts?’ Saga Magazine , November
Stroud, D. 50+ marketing blog , at www.50plus.blogspot.com
Stroud, D. Making the Web ‘50+ Friendly ’, at www.20plus30.com
Sylvester, S. (2002) You’re Getting Old: Europe’s demographic problem is your marketing problem . London: Young and Rubicam
Szmigin, I. and Carrigan, M. (2001) ‘Learning to love the older consumer’, Journal of Consumer Behaviour , vol 1, pages 23–34
Selected UK agencies specialising in marketing to people over 50
Diametric (www.diametric.biz)
HeadlightVision (www.headlightvision.com)
Millennium Direct (www.millenniumdirect.co.uk)
OMD UK16 Bishops Bridge Road, London W2 6AA
Senioragency (www.senioragency.com)
20 plus 30 (use of interactive technologies in marketing to the over-50s) (www.20plus30.com)