In 2021 the first of the 78 million Baby Boomers turned 75 and by 2030 those 65 and older will account for 20 of the U.S. population. Although seniors control 70 of disposable income and make 50 of all consumer purchases most current marketing campaigns devote less than 10 of their budgets to this vital and vibrant market It is imperative that the strategic communication professions take note of this oncoming silver tsunami and learn to make the most of it. This supplementary textbook suitable for both undergrad and graduate students explains how longevity has affected and must continue to affect marketing and advertising practitioners. While students rarely gear their professional paths towards elderly markets engaging with the senior sectors can lead to an incredibly rewarding and successful career.