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Popcorn on Family

November 14, 2005

Only 51% of households are married-couple households and marketers are missing out on opportunities to advertise to non-traditional families, said Faith Popcorn, founder of marketing consulting firm Brain Reserve, in an interview with The Wall Street Journal. Ms. Popcorn noted that only 10% of families are traditional, Caucasian, soccer-mom families. Many baby boomers, now grandparents, are raising their grandchildren as well. In 2004, Ms. Popcorn predicts the media will push the limits to extremes to grab attention because consumers have become desensitized, and advertising will eventually become extinct because many firms will not be able to reinvent themselves.

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