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By Diane Brady
Consumers over age 50 have 2.5 times the discretionary spending power of the coveted 18-to-34 age group. Yet ads aimed at boomers still seem to miss the mark. BusinessWeek asked industry veterans Brent Bouchez, David Page, and Nancy McNally—who recently formed the Five0 agency to help companies reach the 50+ audience—to give their views of some recent campaigns. Here's what they had to say: