2. The Targeted Demographic
S Targeted Audience: Age group 65+
S They have time on their hands. (Retirees)
S Not the most tech savvy
3. Why They Want to Use Pandora
S Easy for even the least tech-savvy
S Nostalgia: play music from the golden years
S Make a playlist, scratch the rap.
6. The Ads
S Appeal to the memories of
consumers.
S Use pictures and
straightforward
language.
Remember Me?
7. Social Media
S Twitter and Facebook
S Twitter will be dedicated more to the spokesperson
S Music liked on Facebook links back to Pandora
S Pandora playlist reachable through social media
8. Costs
(Based on 250/hr. average agency fee)
S 100,000 dollar budget for a 3-month span. (400 hrs.) in Pay
Per Clicks
S Pay Per Clicks
S Approximately 4.5 hours of advertising per day OR $1125 per
day
S “online music”-Estimated $192.26 per day
S “free music” –Estimated $765.68 per day
9. T.V. Commercial Costs
S 5,000-20,000 for 30 second commercial production. (Guide)
This is to reach a wider variety of channels across the
country as opposed to local advertising agencies.
10. Goal
S Increase awareness of Pandora with older 65+ demographic
S Compete with existing internet radios (ex. Spotify)
11. Conclusion
S Increase rand awareness in older demographic.
S Do this through dynamic, relatable spokesperson in social
media and television ads
S Television ads air in most heavy senior watching time
during the day.
S Connect with consumer directly through social media to
make it more easily accessible.
