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Senior Advertisement!
1. You're Only As Old As You
Feel Campaign
MKTG 434
TV ADVERTISING &
SEGMENTATION
BY
ANGELA ROMERO
BHOOMI BRAHMBHATT
2. 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
3. Targeting
Demographic
Seniors: Age 65+
It is designed for their health needs
Geographic
Florida California New York
4. Positioning
Benefit
Functional
Improves the health
Emotional
Youth and health
User
Showcases seniors as main characters
5. 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
6. 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
7. 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
8. 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 &
Editor's Notes
A. Describe one segment of the target audience that you are making your tv ad for.Demographics:Seniors are defined as male or females over the age of 65 , which means that they were born during 1947 or before. According to the 2010 U.S. Census, this segment composes 18.3% of the U.S population and this percentage is expected to keep rising as the Baby boomers reach the age of 65. At this point in their life cycle, seniors are “empty nesters”. Since seniors compose the Silent Generation and a part of the baby boomers, their offspring are the Generation X and Generation Y, respectively. The Gen X is at the life stage cycle where they are starting their own families and Gen Y are off to college or starting their careers, which means that seniors don’t have live-in children. For ethnicity, the majority of the seniors are white with 74.2% of the population. The next group would be Hispanic composing 16.4% of the population. The next significant group is the African American. For education, 28.2% of seniors have a bachelors degree or over. The next group would have some college or associates with 28.9%. 48.8% of senior households are married. Also, 78.3% of senior household earn a mean income of 70,000. Psychographics: Activities: Since seniors are empty nesters and most are retired, they have time to dedicate to their hobbies, such as walking, golfing, exercising, and bird watching. Also, since they live without children, so they need to do household chores on their own.Interest: seniors are interested in being healthy because at this point their body is decaying. Opinions : seniors want to be independent, which means they need to be in good health condition to deal with daily life. Referenceshttp://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_10_1YR_S0102&prodType=table
How are you targeting your audience segment, based on which of the ‘Five Ways to Segment Consumer Markets’ and why. Be specific. Demographic segmentation: We are targetingmales and females over 65 years because Centrum Silver is specifically developed for the health needs of this population group. For example, this product provides nutrients, such as Vitamin A, B6, B12, D, Calcium, lutein and lycopene to help people in this age group maintain healthy eyes, hearts and bones. We are using demographic segmentation because it provides the best fit between the target market and the product, since this product is specifically designed for the older adult population. Geographic Segmentation: The second targeting method we are using is geographic because we found that 77% of seniors watch local broadcast news, as opposed to cable television. We also found that there is an abnormally high concentration of seniors in three states. For example, according to U.S. Census Bureau, 20.2% population in California is 65 and over. Florida has over 3.2 millions of seniors and New York has 2.6 millions seniors. Therefore, showing our ads during the local broadcast news in these three states would be the most effective way to reach our target market. References http://seniorjournal.com/NEWS/Features/6-02-25-SeniorCitizensLeadUS.htm
How are you positioning your product, based on which of the four ‘Fundamental Positioning Themes’ and why. Be specific.We are positioning Centrum with a hybrid strategy of benefit and user positioning. We are using functional positioning because the core attributes of Centrum Silver, such as improving vitality and bone health are specifically designed to improve the health of our senior target market. Our ad says, “Centrum Silver maintains your bones strong so you can go on walks with your loved ones and keep up your vitality so you have energy for your hobbies”. Therefore, this core attributes will have a distinctive appeal to senior segment, as opposed to a younger demographic who does not suffer from these type of ailments. Moreover, there are several vitamin brands; therefore, to differentiate Centrum, we are using a benefit positioning to create an emotional bond with our target customer. The tagline and the concept for our campaign is “You're Only As Old As You Feel”, which suggests that if our customers take Centrum Silver, they are going to feel young again, which is a cherished quality when you reach that stage in the life cycle. By creating that emotional bond our customers are going to prefer us to the other brands. Lastly, we selected user positioning, which displays a “specific profile of the target user as a focal point” of the commercial. By showcasing seniors as main characters of our commercials, we make it evident that this product is made for them. For example, the body builder woman embodies our campaign’s concept “You're Only As Old As You Feel” if you take Centrum Silver because she is 75, but looks and behaves younger, which is the benefit we are selling to our target market.
Q2. Create TV Ads! Create 2new 30- or 60-second ads Provide the URLs to your TV Ad on the slide http://www.youtube.com/watch?v=DZC09Hi_BhU B. Media. What tv program will you place the ad on and why? Research shows that seniors watch daytime TV because they are retired. Also, daytime TV is traditionally targeted at women, which is why the topics, such as health, fashion, celebrities and the hostesses, such as Oprah, Rachel Ray, and Ellen DeGeneres appeal to women. According Nielsen TV Ratings, the Ellen DeGeneres Show has 2.74 million views per episode, making it one of the most viewed shows. Therefore, we are going to air this commercial during the Ellen DeGeneres Show because it’s mostly watched by elderly women and it is the most popular show.
Rational for TV Ad. We are trying to target women with this ad because of couple of reasons. First, women usually make the purchase decisions in the household. Therefore, targeting woman is the most efficient strategy to increase sales. Also, by showcasing that this product is specifically designed for women’s health issues, like bone health and by targeting this product directly to senior females, we can persuade them to buy centrum silver not only for themselves but for their spouses too. We are using the concept of body image because women are more susceptible to it than men. The concept of the ad is that by consuming Centrum Silver, senior women can become strong and work out to get in shape. We are using language, such as “Senior-itas” to show that senior women can be attractive as well because “senorita” is a term used to describe a pretty, young woman. Creative Guidelines Emphasize the visual: we are using strong visuals that emphasize the message that with Centrum Silver you can get strong bones, work out and get a desired body, like the bodybuilder woman. We also have a long shot of the product at the end with the spokeswomen. Coordinate the audio with the visual: We are coordinating the audio with the visual to reinforce the message. For example, when the ad says “Get strong bones with Centrum Silver and turn back the clock to become a sizzling senior-ita!”, we are showing images of a senior lady that is fit and looks much younger. Show the brand: we show the brand twice and repeat name twice to aid in brand recall. We also ended with a shot of the product because people remember the most what they saw last, so this is going to increase recall.Sizzling Senior-itasScript“As women, we all want the body we once had when we’re 25, but at 75 we think we don’t have the vitality and strength to workout. Get strong bones with Centrum Silver and turn back the clock with to become a sizzling senior-ita, like Kelly who 73 and looks as good as her daughter who is 44. You're only as old as you feel. Feel young everyday with Centrum Silver”
Q2. Create TV Ads! Create 30- or 60-second ads A. http://www.youtube.com/watch?v=NuN02oA66xw B. Media. What tv program will you place the ad on and why? This commercial is aimed at women and men equally. We found that 77% of seniors watch local broadcast news, which is a show watched equally by gender. We also found that there is an abnormally high concentration of seniors in three states. For example, according to U.S. Census Bureau, 20.2% population in California is 65 and over. Florida has over 3.2 millions of seniors and New York has 2.6 millions seniors. Therefore, we would show our commercial during local news like CBS because it has local news in all those states. For example, CBS San Francisco, CBS Arizona, CBS New York.References http://seniorjournal.com/NEWS/Features/6-02-25-SeniorCitizensLeadUS.htm
Rational for TV Ad. With this ad, we are targeting seniors both male and female. At first, we show a female doctor because we believe that it will help us get the attention of our target audience and infuse the product with credibility. Seniors will be persuaded to buy the product after watching the ad because we are showing a doctor that is mentioning very common health issues among seniors, such as weak bones and vitality. We are highlighting these issues not only because they are the most common health issues among seniors, but because Centrum Silver possess core attributes that will mitigate these aliments, which will make it desirable for seniors. Moreover, the next scenes show two seniors, male and female being energetic, playing piano. We show these characters to convey the message that everyone can be as energetic as them if they take Centrum Silver. Moreover, the fact we show a male and a female indicates that this product is for both genders. Creative GuidelinesUse an attention-getting, relevant opening: “My bones hurt, I feel tired, My joint hurt, I don’t feel as vital as I used to” is a relevant opening because our target market identifies with these type of ailments, so they are going to pay attention to the commercial. Besides, a female doctor will help get the attention of our target audience and infuse the product with credibility. Persuade as well as entertain: we are persuading at the beginning by showcasing a common scenario for seniors, such as being tired and sick and providing a solution—Centrum Silver. Moreover, we are entertaining by providing a clip of a senior couple playing the piano and having fun. This scene also conveys the meaning that if seniors take Centrum Silver, they are going to have a fun live like this couple. Show the brand: We repeat the brand name three times. Also, we are showing the brand at the end accompanied by the tagline “You're only as old as you feel. Feel young everyday with Centrum Silver”.We also ended with this shot of the product because people remember the most what they saw last, so this is going to increase recall.“You're Only As Old As You Feel” ScriptMy bones hurt, I feel tired, My joint hurt, I don’t feel as vital asI used to. At this point in life, our body does not work as well as we would like it to. But don't limit yourself.Centrum Silver can help you achieve the active life style that you deserve. Centrum Silver maintains your bones strong so you can go on walks with your loved ones and keeps up your vitality so you have energy for your hobbies. You're only as old as you feel. Feel young everyday with Centrum Silver.
