Demographic Analysis: Product: Coach 3 in 1 Leather Wallet
Targeted Gender: Male Reason: When we hear wallet we can imagine a male using it like how we see women with a purse.
Targeted Age Group: 35-45 years Reason: Company would target 35 to 45 years male because the youth nowadays are more toward digital wallets.
Target Ethnic Group: Caucasian Reason: The product is aimed toward Caucasians with a higher household income, who usually live in urban parts and have a strong need for high-end, luxury products.
Socio-Economic Status: Upper middle class and Upper class Reason: This group is likely to use expensive and quality products. They believe using the premium product as leather is so expensive.
Working or Staying home: Working away from home Reason: People work outside their homes because people staying at home won’t be purchasing expensive products. People working outside their homes need wallets to carry their Credit cards and Cash.
Conservative or Liberal Minded: Conservative Reason: Because most conservatives tend to show that they are better than others by choosing products from high-status luxury brands.
Wants to Feel: Expensive and confident Reason: These expensive and premium products are status symbols so people would want to feel confident, at the same time wants to feel expensive
Task 1: Have to post an idea of how the ad will be and why we choose those elements. Also the elements need to be according to the demographic analysis done above.
Task 2: For this assignment, which is a continuation of Assignment #3, you will create an advertising pitch for the SAME PRODUCT OR SERVICE FROM ASSIGNMENT #3.
Now that you have identified the best demographic for your product or service, create an advertisement with the elements you feel will most appeal to this demographic. It can be
created for a television, internet, or print advertisement. You should determine this based on the best place to reach the target demographic. For example, if you want to do a television commercial, you must explain which channel or channels you want to advertise on, during which programs, and why. You must explain why you think these channels and programs will appeal to your target demographic.
If you choose to include a celebrity, make sure their ethos is appropriate to the product/service you are advertising and that company's existing public image. Explain why you chose to use this celebrity. Remember, just because someone is famous doesn't mean they have an ethos appropriate for your product/service/company.
If you want to do a print advertisement, describe in detail how your print advertisement would look. If you are going to do a television commercial, break down "shot by shot" what will happen in the ad, explaining how each element will appeal to your target demographic's desired emotion. Consider setting, music, actors, characters, as well as the "mood" of the ad.
Finally, write a paragraph explaining the choices you made and why you feel these choices will appeal to the emotional desires of your intended demographic.
Feel free to use whatever format you would like. Video submissions are acceptable but I don't grade based on creativity. I grade on the level of analysis.
————————————————————————— For Reference: Example of other student: The product I chose to do this assignment on is Just for men beard dye. The demographic I chose for this product is
Gender- Male Men get facial hair and females don't, for the most part. Also the name of the brand clearly shows it is geared toward males. Age range- 50-70 I'm choosing this age range because males normally start getting gray facial hair around 50 and normally around the age of 70 a person would just let it grow out gray. Ethinic group- Caucasian Caucasians are more prone to have their hair turn gray younger and faster than any other ethnicity. Socio-economic status- Middle class and higher low class. This product is geared more for people in the middle class and higher low class because it is a fairly cheap product. People in the high class would be willing to spend more money on a more expensive higher quality product.
Political views This product is not cruelty free so it should be marketed towards people with a political view that does not mind if it gets tested on animals. Children or no In my opinion this demographic doesn't mean much for this product but it could be marketed toward males without children because most men without children are not married which would mean they are most likely going on dates, which would mean they are more likely to care more about their appearance rather than a male who has children and is married. The feeling I want this demographic to get from using this product is the feeling of being young, attractive and confident again. The way I would market this product is through a tv commercial on the News channel because news is generally one of the most watched channels by older people. I would start the commercial with a man getting a match on a dating app and I would show text messages of them planning to go on a date the next night. Then the camera would do an up close shot of the man's profile photo and then pan up to the man who looks older than his profile picture now. Then I would cut to the man looking at himself in the mirror and have the color of the commercial dim to a depressing gray color when you see his face get sad after realizing he looks older than his profile picture, you can see in his face he is not confident and is scared the woman won’t like him. Then I would have it cut to him scrolling through Facebook when an ad for Just for men beard dye pops up. Then I would show his face as he realizes this product could help him. In the next scene I would show the man putting on the beard dye and then cut to him taking it off. As his face lights up the color of the commercial also will become brighter and more of a happy color. He is smiling now and in his face you can tell he suddenly became more confident and felt more attractive and less insecure. Then I would show him going on the date looking younger and feeling way more comfortable and not scared that the lady won't like him anymore. Then the commercial would end.
I chose to do the commercial this way because it shows how Just for men beard dye can help men feel young, attractive and confident again. The commercial showed how men are insecure about their gray hair and scared the women they go on dates with won't find them attractive but this product can help with that. I think this commercial will very much appeal to the emotional desires of my demographic because this situation is very common so I think the way I marketed it will really resonate with a lot of men that are struggling with being insecure and looking for something to help them feel confident.
Professor’s comment to the above work:
The only thing I don't like is the "In my opinion this demographic doesn't mean much for this product" referring to whether they have children. It actually matters very much for the reason you stated. If you have young children, you are probably married but your age range would suggest these are men with grown children. Either way if they are looking to date they probably don't have young children.
In advertising, everything matters in terms of constructing your audience.
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