PROJECT 2 TARGET AUDIENCE MIGUEL CASTILLO
INTRODUCTION The “Target Audience” project was created to challenge learning designers to design print advertisements by keeping their target audiences in mind. In a magazine of my choice, I found an advertisement that I felt appealed to a certain audience. My goal was to redesign the ad to fit a magazine with a completely different target market. This book explains the process that I went through in order to redesign the new advertisement.
ORIGINAL MAGAZINE: US WEEKLY The magazine that I chose was an issue of US Weekly. US Weekly is a popular magazine that primarily targets women. Below is some research that I have found on US Weekly. Also on the left the audience profile that US Weekly lets the public view on their official site. • Gender: Women • Age: 25-49 • Income: $76,900 • Occupation: Employed and/or some college • Lifestyle preferences: Married and mothers • Geographic Segment: Urban SOURCE: http://srds.com/mediakits/ UsWeekly-print/Demographics.html
US Weekly Issue 1044
ORIGINAL ADVERTISEMENT While looking through US Weekly I found this Glade advertisement. The ad caught my attention because it is a visual advertisement. This ad is selling Glade wax candle warmers. From the ad I can gather that the ad is targeting consumers that are familiar with Glade and their products. Another aspect of the ad that appealed to me is that Glade is trying to get readers to join their community by using hashtags. In recent years hashtags and social media have become some of the most successful ways to advertise and spread brand awareness. For these reasons this ad caught my attention. Below is the research I found on Glade and it’s target audience. • Gender: women • Age: 35-50 • Income: $20,000-$35,000 • Occupation (if applicable): women with jobs and/or college background. • Lifestyle preferences: Possible home ownership. • Benefit Segment: The lifestyle of these women often revolves around the idea of “family life”. Their main priority is their children and being a mother in general. These women value their family and their home. They are likely to be supporters of the idea that good appearance is important. This stands for both themselves physically and their households. They like to have a clean, presentable, welcoming home that smells nice no matter the occasion. They generally have a positive, happy attitude and are organized people. Our target audience enjoys having friends/family over for dinner and entertainment. They enjoy scents and aroma especially ones that tie into certain seasons and holidays. • Frequency of Usage: Regular basis. SOURCE: http://www.myweb.ttu.edu/chaider/SecAnal.pdf
ORIGINAL ADVERTISEMENT
STRATEGIES AND TACTICS, AIDA, AND BRIEF CRITIQUE OF ORIGINAL ADVERTISEMENT •This ad’s strategy? I think that the strategy is that the scent is so personal that you and the scent become one. • How is placement in this magazine a tactic? The placement makes sense in US Weekly because the audience of the magazine is the primarily women. • What other tactics may be assumed from this one ad? It makes women think that if they buy the product it will make them feel feminine and flirty. Features & Benefits 3 features •Color according to scent •Attractive women (very feminine) •Clean design = clean scent 3 Benefits •Smell •Safety – candle warmers •Long lasting Other •Femininity AIDA Attention The color and clean design The attractive woman Interest I think the cleanliness that the ad portrays through color Desire When they want to feel better Action To not only buy the product but make it part of your identity and to follow the Glade community by using hash tags. Brief Critique In your opinion, is this ad good in reaching a target? It is really good at targeting middle age women by using femininity and cleanliness. In your opinion, is this ad good in its design? Yes because it centers the woman and the color catches your interest. Is this ad more copy- or visual- dependent or is it a nice combination? Visual but the copy really completes it. If it is a combination, is it see-and-say or is it complementary? Definitely see-and-say because it plays with femininity and the flirty nature of women.
NEW MAGAZINE: GQ TARGET AUDIENCE • Gender: Male • Male: 30-37 • Income: $73,019 • Occupation: Professional / Managerial • Lifestyle preference: Single Professional • Geographic segment: Urban life STRATEGY AND TACTICS Ad’s new strategy The tactic for the new audience will be to target professional man in his 30s in order to make glade part of their identity. Placement The placement of this ad in GQ magazine is vital to the tactic because of GQ’s demographics. Other tactics I think that the other tactic that cold be used for this new ad is to introduce professional man into the Glade community that is on social media by informing readers about the hash tag. FEATURES AND BENEFITS Benefits Smell Safety – candle warmers Long lasting New benefits Color according to scent Attractiveness (attractive people) Clean design = clean scent SOURCE: http://www. markedbyteachers.com/gcse/ media-studies/analyse-themagazine-gq.html
THUMBNAILS
TIGHT SKETCHES After coming up with thirty sketches of possibilities for the new advertisement I had to choose the best three concepts that would work in a print ad successfully. I chose the following three because I feel that they work for the new target audience.
COMPUTER SKETCHES After coming up with three sketches I transferred my three top sketches and rendered on the computer in order to have a better visual of what they would look like as a finished product. Along the way I dropped one of the sketches and switched to a different sketch. The FIFTY SHADES OF GLADE sketch came from fun brainstorming and it just caught my attention that I decided it was a good sketch and that i should develop it through.
TOP TWO FINISHED ADS For the final two advertisements I came up with the “Fifty Shades of Glade” and “Dive into the Rainshower” I realized that for a magazine like GQ that the “Fifty Shades of Glade” would not work completely. So instead I decided to choose the “Dive into the Rainshower one. I realized that for GQ it would be smarter to target the masculinity of men and make the scents of Glade relatable to men. On the right is the final version of the advertisement.
FINAL ADVERTISEMENT