Marketing & Sales to Baby Boomer & Older Consumers

Part 9
by James J. Gilmartin
BIO AND CONTACT INFO

It's only in the last decade that most of the literature has been written on how the brain functions and how we process communications. In this continuing series, we'll share recent findings of brain research having relevance to marketing and sales to baby boomer and older consumers. Author David B. Wolfe, a noted expert on Developmental Relationship Marketing contributed much to the findings discussed.

9. Gender tends to predispose responses to voice-overs in broadcast advertising.
For example, male voices are seen as more knowledgeable when describing technical attributes of a product, while female voices are seen as more knowledgeable when describing a product with references to love, relationships and caring.

MARKETING IMPLICATION: Choose the voice to match the content and delivery >
Read Part 1, 2, 3, 4, 5, 6, 7, 8

First published on BankersOnline.com 4/29/02