Advertiser: Kelly Bolden
CLIENT: Ford Motor Company PRODUCT/DIVISION: 2002 Ford Mustang
JOB DESCRIPTION: Print campaign for the 2002 Ford Mustang
Ford Mustang is the most affordable and sporty automobile in its class for those
who want an attractive car at a low price.
Demonstrate to the performance-minded driver the enjoyment of having a sleek
and sporty car that is not as expensive as many other sports cars on the market.
Sophisticated, attractive, sporty, affordable, confident
SPECIFICS FOR THIS AD/
Men and Women of middle-income, ages 18-30, who are seeking an
automobile with the “sports car” image
Buying and Using Habits:
They are looking for a good-looking car that will get noticed. They are
also looking for something less expensive than most other sports cars and
SUV’s, but still has a history of reliability.
Values, Attitudes, and Lifestyles:
Fun-loving, adventurous, yet reasonable. They like the appearance of
having a sports car without having to pay the expensive price to get one
Ford Mustang is the most sleek and stylish car in its class.
*Ford Mustang has a long history of being a leader of its class
*Among its competitors, the Mustang is least expensive in price
*Mustang’s sports car style is sleek and stylish
*Available in both hard-top and convertible