Pitches: Missing the Mark with a Shotgun is Easier Than You Think...
AARP , the American Association of Retired People has been running a new ad on NY Metro TV lately. It features a couple in logo-emblazoned red jackets repeating a catch-phrase, "Real Possibilities in NY" in conversation and through a bull-horn, alluding to free events. I find it annoying. For me, it falls flat for a couple of important reasons. First, there is no benefit content at all, so it feels like the kind of ads run by corporations to increase their public awareness level just before a stock offering. Second, it isn't targeted very effectively. AARP's market are retired people. People who have been around the block a few times. If you've been pitched to your whole life -- say for fifty or more years -- you know when your being pitched and can easily disregard any message if it doesn't carry direct connection with your actual life. That's one reason why I believe "lifestyle" advertising is wasted on anyone over fifty. Our aspi...



















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