Advertising Age Article Abstract
Marketers Struggle to Categorize an Increasingly Complex Demo
NEW YORK (AdAge.com) -- Sprint Nextel, Nintendo and General Motors Corp. all have been clamoring to reach the high-income, highly influential potential product advocator touted as the Alpha Mom. But now a backlash has begun in the form of the Beta Mom, the self-proclaimed antithesis of the superachieving Alpha. And, if that wasn't bad enough, probability suggests that accounting for all types of moms could take us all the way to Omega. ...