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AGE WAVE PREMIERS LIFECHOICE MODEL AT DMA IN SAN FRANCISCO

SAN FRANCISCO, Calif. - October 15, 2002 /PRnetwire.com/ - Age Wave Impact (www.agewaveimpact.com), the pioneer of mature marketing, will rollout their new LifeChoice Model with attendees of the DMA 85th Annual Conference and Exhibition in San Francisco, October 20-23. Age Wave invented the concept of LifeStage marketing that is now widely embraced by the marketing community. The proprietary LifeChoice Model takes this concept a step further in understanding the mature consumer.

Chuck Hurst, Age Wave vice president and director of research, developed the LifeChoice model. He will be on hand in Age Wave's booth on Tuesday, October 22nd from 1:30-3:30 p.m. Age Wave will also be distributing copies of founder Ken Dychtwald's best seller, Age Wave, in their booth, #2730.

Marketing To Mature Consumers Is About More Than Age: The LifeChoice Model

Many firms marketing to the Baby Boomer and Senior Markets segment their prospects by age and expect successful results, only to be disappointed by response. Age Wave Impact has learned that age isn't enough to effectively target the increasingly complex 50+ market.

"The LifeChoice Model recognizes that Boomers and mature consumers are characterized by a multiplicity of factors, with varying importance to marketing, depending on the product, industry and target segment," said Chuck Hurst, PhD, Director of Research for Age Wave Impact. "It's based on the idea that the mature consumer is a multidimensional individual made up of six major components. It is the complex interplay of all of these dimensions that ultimately determines the choices consumers make in the marketplace."

Age Wave Impact was founded 15 years ago and focuses on integrated marketing programs that build long-lasting and profitable relationships with mature consumers. The Research Division has performed a number of studies for clients in the pharmaceutical, managed care, automotive, food/beverage, financial services and home improvement industries, in addition to Age Wave's proprietary studies.

"The model organizes our consumer intelligence and creates a vivid portrait of the consumer we are seeking to reach," says Hurst. "This insight allows us to target more discrete segments, pinpoint media, size markets, enrich creative strategies, and speak more relevantly to mature consumers."

Age Wave Impact is the nation's leading integrated marketing firm focused on the mature markets. Age Wave serves a variety of healthcare, financial services, travel, packaged goods, home improvement and automotive clients nationwide, providing results-driven strategy and execution.

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URL: www.agewaveimpact.com

Source of news: Age Wave Impact