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
Back-to-basics media: making the most of media you can control by Brigid McHugh Sanner
Relying on local newspapers, radio and television stations to provide information about your programs and services can be a hit-or-miss proposition. News or feature articles and interviews generated by the media, referred to as earned media, do not always come exactly when you need them. You also have little control over the content or tone of this coverage.
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Cutting through media clutter: five rules for communicating more effectively by Brigid McHugh Sanner
Health and wellness professionals want to reach consumers with useful and often life-saving communications, but they face a daunting task in today's cluttered information landscape. That's because an estimated 2,500 commercial messages bombard the average American every day. This information overload poses an obstacle for communicators, especially those working with tight budgets and limited resources.
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Are your written materials missing the mark? by Brigid McHugh Sanner
Health and wellness professionals and educators spend a good deal of time and effort developing written materials. Brochures, pamphlets, booklets and other print materials on starting or maintaining a fitness program are readily available in most facilities. Reception areas, kiosks and waiting rooms often stock literature on health topics such as arthritis, osteoporosis, sports injuries, heart health and nutrition. Trainers, physical therapists, counselors and coaches routinely use public education print materials to supplement and reinforce their presentations. Unfortunately, materials that have been painstakingly researched, written and reviewed all too often fail as communications tools for older adults.
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Six steps to age-friendly advertising by Colin Milner
When Philip K. Wrigley, heir to the largest chewing gum company in the world, was asked during a transcontinental flight why he still spent so much on advertising, he replied, “For the same reason the pilot of this airplane keeps the engines running when we’re already 29,000 feet up.” (What happens when you stop? You fall fast.)
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Focus on healthy messages: how to attract today's older adult
Actuaries at the U.S. Department of Health and Human Services’ Centers for Medicare and Medicaid Services say healthcare spending in the nation will exceed $2.8 trillion by 2011. This spending will drive a larger part of the U.S. gross domestic product (GDP) than previously forecast.
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Spice up your marketing by Gay Elliot
One of the challenges facing many owners of small facilities is finding low-cost, effective ways to market their programs and organization. As the owner of a fitness consulting firm in Hudson, Quebec—a small town on the banks of the Ottawa River—the big question for me has always been how do we get more people involved in exercise? How do we conquer the fears that keep older adults away? The fear of looking silly. Of getting injured. Of not keeping up.
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