Articles
The Journal on Active Aging brings articles of value to professionals dedicated to older-adult quality of life. Content sweeps across the active-aging landscape to focus on education and practice. Find articles of interest by searching the article archives in three ways: Enter a keyword in the articles search bar; click on search by topic; or type a keyword or phrase in the general search bar at the top of the page.
Topic- Marketing
Images of aging: Global efforts to challenge stereotypes gain momentum by Marilynn Larkin, MA
"Throughout the world, the number of older adults is growing faster than any other age group, according to a report released in October 2012 by the United Nations Population Fund and HelpAge International. ... “If you were to open a newspaper or watch television, you’d think the world’s rapidly aging population was something terrible,” John Beard, MBBS, PhD, director of the Department of Ageing and Life Course at the World Health Organization (WHO), tells the Journal on Active Aging®. “But we at WHO see it as a success and opportunity, because older people are a resource for the community. We know they contribute in many ways to their families, neighborhoods and society in general, either informally or through the workforce. The challenge for us,” Beard continues, “is to break down barriers to those contributions and help older people maintain the lives they want to lead.” To that end, WHO chose “Ageing and health” as the 2012 theme for World Health Day—promoting the slogan “Good health adds life to years”—and published a poster series and news brief that challenge the “current stereotypes older people have to grapple with.”
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Making the most of your green space: Medford Leas shares benefits, strategies by Jane Weston, BS
Nature and the Medford Leas community are inseparable. The community's two New Jersey campuses--one in Medford and one in Lumberton--together comprise more than 200 acres designated as the Barton Arboretum and Nature Preserve. Here, residents and staff are provided with a beautiful and unique environment within which to live and work--and guests are offered a compelling and instructive place to visit. This article offers some background on Medford Leas and an overview of the benefits of the community's close ties to nature, as well as strategies that all communities can use to maximize the impact and value of their green spaces.
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Marketing and promotional campaigns: laying the foundation for success by Beth Rand and Erin Read Ruddick
What do you think of when you hear the phrases “Just Do It,” “Snap, Crackle, Pop,” “Virginia is for Lovers” or “What Happens in Vegas”? These are just a few memorable marketing campaigns that have made their way into the consciousness of consumers.
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Rebranding Aging: the next chapter by G. Richard Ambrosius, MA, and Helen Foster
The emergence in 1989 of the “new customer majority”—adults ages 50 and older today—left advertisers and marketers up the proverbial creek with no paddle to guide them back to the mainstream consumer population. From an advertising and marketing perspective, this shift meant everything learned about consumer behavior quickly became irrelevant. Texts for these professions were all written to target the young that had ruled the marketplace for decades. The behavior of the youth markets of yesterday, however, was much different from that of the older consumers who now are the adult majority.
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The Media's Portrayal of Ageing by Colin Milner, Kay Van Norman, Jenifer Milner
Has the media’s portrayal of ageing influenced society’s views and responses to population ageing? And if so, why? What messages do the mass media send to society about the later years of life?
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ICAA's top 10 articles on marketing
To celebrate the International Council on Active Aging’s 10th Anniversary, the Journal on Active Aging® (JAA) is highlighting some articles that have graced the pages of ICAA publications in the last decade. Over the next year, each issue of the Journal will feature a “top 10” list of articles compiled by ICAA editors from the association’s extensive online archives. Every list will focus on a specific topic—and, for this issue, it’s marketing.
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