When you’re ready to publicize and advertise, you’ll need to think beyond traditional outlets.

Matures and boomers still watch network TV, read newspapers and magazines, and listen to the radio. Generations X and Y are more heavily influenced by cable TV, the Internet, MTV and age-targeted magazines.

A basic Web site is essential these days, no matter whom you market to. But if your target is youngsters to 30-somethings, your site had better be colorful, well-designed and high on the hip factor. (For a crash course in youthful Web, visit the stunningly executed www.thehipsite.com, designed by Benetton to showcase “emergent fashions.”)

Boomers will visit your site too, but they’re more interested in useful information than exciting graphics. Older people are one of the fastest-growing groups of online users. Like boomers, some Matures will go to your site looking for practical, factual data, but they’ll want a site that’s easy to use and looks more like a magazine than a multimedia experience.

Direct mail and traditional collateral materials such as brochures, newsletters, fliers and posters can be effective with Matures and boomers, but are less likely to excite younger audiences unless you’re distributing freebies such as discount coupons, invitations to events or software CDs.

Sponsoring events and taking part in community activities can help you touch people of all ages. One of the best ways to reach Gen Y kids is to go where they are—to promote your offerings at a skateboarding competition or at the mall, distribute coupons at concerts and ballgames, or put up posters where youngsters hang out. If you’re looking for Gen X customers, help sponsor a brewfest, a music festival or a fun run to benefit a local cause.

Xers rely heavily on peers for information, so think creatively about campaigns that encourage word-of-mouth and offer incentives for those who recruit their buddies.

Take advantage of boomers’ and Matures’ interest in their physical well-being by taking part in community health fairs. Draw boomers with events that focus on reducing stress, coping with the demands of caring for both kids and parents, and finding more meaning in life.