1. What do you think of the approach taken by some marketers in using very direct language (such as menopausal skin) in their ads?
2. Explain the basic elements of segmentation, targeting and positioning by using the Louis Vuitton “personal journey” campaign as an example.
3. What forms of media would you use to capture the boomer demographic? Avoid stereotypical assumptions and think carefully about social media approaches (that fit) as well as traditional media.
4. List the various influences on consumer behaviour and identify how these influences might have a greater or a less important impact on a baby boomer as opposed to a millennial (generation Y) consumer.