SilverComm

Anne M. Cooper worked for 10 years full time as a journalist, magazine editor and public relations practitioner before beginning a 26-year teaching career at Ohio University. During that career, she was the graduate director at the E.W. Scrips School of Journalism. A Fulbright Senior Research Scholar in Japan and a DAAD scholar in Germany, she has written/coauthored/edited five previous books and numerous journal articles. Her work has been featured in the Sunday New York Times on ABC-TV, the BBC and other media outlets. Young Joon Lim is associate professor in the Department of Communication at the University of Texas, Rio Grande Valley, where he teaches courses in mass media campaigns, theories of communication, research in communication, and public relations theory and practice. Lim has experience in insurance sales, news reporting, and public relations for the defense industry. He is author of Public Relations: A Guide to Strategic Communications.

• Preface Chapter 1: The Age of AgingPart I: Working in SilverComm Chapter 2: Professional PathsChapter 3: Practitioners' COVID YearPart II: Advertising Chapter 4: Seniors' Portrayals in Mainstream Magazine Advertising Chapter 5: Medical Advertising’s Elder Appeals, Then and Now Part III: Public Relations and Marketing Chapter 6: Creating Effective Senior-Market Messages Chapter 7: United States, Land of Retiree OptionsPart IV: Current Issues Chapter 8: Gender, Race and Sexual Orientation Chapter 9: What's Ahead?Appendix A: Sample Press Release from Leading AgeAppendix B: Media PortrayalsAppendix C: Resources for Research References

This book illuminates a dark corner of the marketing arena—one which professionals need to take under advisement as quickly as possible. The ability and skill to address an aging population is a necessity in today's corporate, service, and non-profit environments. This book is filled with not just theory but practical applications to assist the in-house, agency, or consulting marketer.