Post on 14-Dec-2014
description
transcript
MKTG 434 TV ADVERTISING &
SEGMENTATIONBY
ANGELA ROMEROBHOOMI BRAHMBHATT
You're Only As Old As You Feel Campaign
Target Audience: Seniors
Demographic Age 65+ 18.3% of U.S. population Empty nesters Ethnicity: White (74.2%) & Hispanic (16.4% ) Education: Bachelors or over 28.2% Income: 78.3% of households earn 70,000.
Psychographics Activities: retired & hobbies Interest: health Opinions : independent
Targeting
Demographic
Seniors: Age 65+ It is designed for their health needs
Geographic
Florida California New York
Positioning
Benefit Functional
Improves the health Emotional
Youth and health
UserShowcases seniors as main
characters
Sizzling Senior-itas
A. http://www.youtube.com/watch?v=DZC09Hi_BhU
B. The Ellen DeGeneres Show 2.74 million views per episode Daytime TV is targeted at women Seniors watch it because they are retired
Sizzling Senior-itas
C. Targeted to women Make the purchase decisions Product designed for women Persuade them to buy for spouses too
Creative Guidelines Visual: Show strong women and product Coordinate the audio with the visual: talk about
fit women & shows one Shows the brand: 2 times & repeat name twice
You're Only As Old As You Feel
A. http://www.youtube.com/watch?v=NuN02oA66xw
B. CBS Local news 77% of seniors watch local news News are gender equal CBS many local news
You're Only As Old As You Feel
c. Targeting male and female Doctor: Attention-getter & credibility Centrum solves heath problems
Creative Guidelines Attention-getting : Doctor & common ailments on
seniors Persuade as well as entertain: Offering a solution,
Centrum & fun video of seniors having fun. Show the brand: repeat brand three times &