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.

Ira Krawitz, New York University

Cooper and Lim have helped fill an important void in communications education and scholarship with SilverComm. The text combines rich data with personal interviews to shed light on the numerous—and often overlooked—professional opportunities in the older-adult consumer space and the rewards associated with this important work.

Diana Martinelli, PhD, dean and Widmeyer Professor of Public Relations, West Virginia University, Reed College of Media

In the age of aging, SilverComm—a term coined by the authors of this book—has tremendous opportunities while facing unique challenges. Based on firsthand information, these two seasoned scholars have presented us with a well-focused, in-depth, and reader-friendly book. Anyone with interest in gerontology advertising, communication, marketing, and/or public relations will find this timely volume engaging, refreshing, and enlightening.

Hong Cheng, professor and dean, College of Arts and Media, Southern Illinois University Carbondale

This sorely needed text examines aging issues in the context of strategic communication. The book is useful as a textbook for courses on aging in advertising, public relations, marketing and related fields, it also informs scholarly research in the area, while also providing practical guidance for professionals engaged in working with this population.

Parul Jain, Ohio University

The authors coin the term "SilverComm" to bring attention to the design of strategic communication aimed at individuals who are 65 years or older. Marketers and public relations professionals continue to ignore this formidable consumer group, often called the “silver tsunami,” despite the fact that seniors continue to grow in size and buying power. Indeed, seniors control 70 percent of US disposable income, yet US marketing budgets targeting them are less than 10 percent. This richly informative book is long overdue. It fills an important niche in marketing literature by offering practical guidance for designing strategic communication, marketing campaigns, and media content for senior audiences. Effective messages should not be ageist, racist, and/or sexist. The authors also note that additional opportunities exist for new services and products. Especially insightful discussions include Japan’s increasing use of robotics, Germany's attempts to increase tech literacy, and the impact of COVID-19. Each chapter ends with five projects and exercises that students can do to further enhance their learning, making this book an excellent purchase for undergraduate and graduate business collections. Highly recommended. Undergraduates through faculty; professionals; general readers.

Choice Reviews