DEVELOPING A CONCEPT – Audience Analysis   Designer’s Name: Marina Berson
The project’s purpose   <ul><li>Create an advertising campaign to boost the sale of the  Jeeps among the &quot;Grey Nomads...
What will work?  <ul><li>My audience is people who are young at heart, mature, love exploration, have time and money.   </...
What will not work?  <ul><li>How good they will feel if they will buy it or how bad will feel everybody else who did not h...
AUDIENCE ANALYSIS   <ul><li>My objectives in relation to my audience are: I need to convince the seniors that the best way...
Special needs of this particular audience   <ul><li>They need to feel that they found all the information themselves and m...
Examples of ideas and that are likely to work well   <ul><li>The possibility to explore the unknown, feel the chance to re...
Examples of ideas and likely to cause a negative reaction  <ul><li>Your next door neighbors have it, you must buy it too. ...
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DEVELOPING A CONCEPT – Audience Analysis

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The project’s purpose is: Create an advertising campaign to boost the sale of the Jeeps among the "Grey Nomads" to travel Australia in their retirement.

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DEVELOPING A CONCEPT – Audience Analysis

  1. 1. DEVELOPING A CONCEPT – Audience Analysis Designer’s Name: Marina Berson
  2. 2. The project’s purpose <ul><li>Create an advertising campaign to boost the sale of the Jeeps among the &quot;Grey Nomads&quot; to travel Australia in their retirement. </li></ul><ul><li>The primary audience will be: Seniors with a good spendable income. </li></ul><ul><li>In analyzing the audience reaction to my proposed ideas I have three areas to consider: Background knowledge, Needs and interests, Gender. </li></ul>
  3. 3. What will work? <ul><li>My audience is people who are young at heart, mature, love exploration, have time and money. </li></ul><ul><li>They have a lot of life experience and education. </li></ul><ul><li>Good analysis of advantages of having Jeep. Good explanation of technical characteristics and specifications of the car I believe will work. </li></ul>
  4. 4. What will not work? <ul><li>How good they will feel if they will buy it or how bad will feel everybody else who did not have it. This is not about competition; this is about the particular needs of the customers. </li></ul>
  5. 5. AUDIENCE ANALYSIS <ul><li>My objectives in relation to my audience are: I need to convince the seniors that the best way to explore Australia is on the Jeep. </li></ul><ul><li>Attitudes that need to be considered with this particular audience include: Seniors are believed that with their life experience they do not need to be told what to do and what to buy. They want to make a decision without the media pushing them in the right direction. </li></ul>
  6. 6. Special needs of this particular audience <ul><li>They need to feel that they found all the information themselves and made the right choice themselves. </li></ul><ul><li>They do not trust advertising, so it has to be an advertorial instead. They do not like to feel the pressure, but they like to strike a good deal. </li></ul>
  7. 7. Examples of ideas and that are likely to work well <ul><li>The possibility to explore the unknown, feel the chance to realize the lifelong rush for an adventure. </li></ul>
  8. 8. Examples of ideas and likely to cause a negative reaction <ul><li>Your next door neighbors have it, you must buy it too. </li></ul>

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