Simon Veksner: The whole notion of ‘target market’ is basically just a sham

By Simon Veksner, Creative Director, DDB Sydney

Bob Hoffman, AKA The Ad Contrarian, is aghast that agencies never target older people. He points out that Americans over the age of 50 buy 62% of all new cars and 55% of consumer package goods. And yet, they are the target for only 5% of US advertising. READ ON…