The document analyzes the target audience for a Jeep advertising campaign - seniors ages 50-70. It identifies key considerations for this audience as cost, reliability, and safety features. While some seniors will be open-minded to new technology, others are more conservative. Successful advertising ideas would promote the Jeep's low fuel consumption, ergonomic design, reliability and safety features to appeal to this rational audience. Highlighting exploration opportunities but avoiding ads focused on speed or young drivers would resonate best.

1. Audience Analysis By Philip Fernandez

2. DEVELOPING A CONCEPT Designer’s Name: Daimler Chrysler The project’s purpose is: To grab the attention of the target audience so that they feel that buying a Jeep is a good idea. 2. The primary audience will be: Seniors 3. Is the audience weighted toward a particular age? Seniors: Ages between 50-70

3. Areas to Consider When targeting Seniors as an audience, Chrysler has to focus on. Cost Reliability Safety Features

4. Attitudes, needs, and constraints of the audience The attitude of this particular audience is pretty rational, they don’t have as many needs as younger audiences but still have particular needs, most like to explore. The main constraint that this group could possibly have is that the jeep doesn’t have safety features and ergonomics for some of the seniors that are very brittle.

5. Knowledge Level, What will work and What wont work. This particular audience can be very educated and have a high level of knowledge; they also have a lot of experience because of their age. Advertising the car as a bargain and a very reliable piece of machinery will defiantly work because this type of audience would have experienced plenty of faulty and unreliably cars in the past. Maybe even mentioning that it is really good with fuel. Advertising the car as a really cool and fast machine that has lots of power will not work.

6. Objective To provide the best descriptions so that they are informed about all the benefits of the Jeep so that they are inspired to buy the car.

7. Attitudes and Special Needs Attitudes that need to be considered with this particular audience include a rational way of advertising and a very laid back approach that doesn’t blow them away. This particular group has a very relaxed attitude and will not be attracted if it isn’t an informative approach. Special needs of this particular audience include safety features and ergonomics, mainly because this audience is older and tend to have problems with arthritis, osteoporosis and other bone diseases that can lead accidents because of poor car design and lack of safety features.

8. Constraints, Audience Knowledge and Audience Willingness Constraints that must be recognized when presenting to this particular audience is that they are elderly and they don’t care about aesthetics and features such as speed. I would rate my audience's knowledge of the topic and of technical terminology to be mixed. They would know about reliability and other features but wouldn’t know too much about the new engine features and navigational devices such as GPRS. My assessment of the audience's willingness to accept the ideas I present is mixed, some seniors are very opened minded to new things and technology and will accept the offer but others are very conservative and like the old fashion way of doing things.

9. Ideas that will work Promoting Low fuel consumption Well designed ergonomics Reliability Safety Features Express all the things that you will be able to do with the Jeep and how it is a really good car to explore with. Show all the features that will help the audience such as new devices like GPRS incase they get lost.

10. Ideas that wont work well Promoting Speed Engine Features Alloys and Wheels Really colourful and out there ads showing young people driving the car with all their mates.