Advertising Evaluation

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David McGroarty-Manley 05-22-12
Advertising Evaluation & Technology Searle

Introduction
For my Final Project, I have chosen to do an advertising campaign for the World Rugby Shop (www.worldrugbyshop.com), a company that specializes in selling Rugby gear, equipment, clothing, etc. My focus group will be children; more specifically pre teens aged 7-12. Although this is a continuing controversy within the world of marketing, I feel it is an extremely important and beneficial market to tap into for two reasons: (1) children are the future. If we get them involved with Rugby early on, it will only grow. (2) Children make up for an immense level of spending and buying power- equally out to be over $20 billion annually. If we can tap into that, then it will only ensure the survival of both the sport and our business. The main ploy in advertising to kids, for us, is to just create brand awareness- we simply want to show them what Rugby has to offer and, if it’s something they are interested in, then by all means, we are here to suffice their every want and need.

Abstract
First I will describe what my Creative Brief entails, which will go more in depth on topics including my Objective, Target Audience, Message Theme, etc. Once this has been established, my Advertisement descriptions will start, first being with my advert designated to show that Rugby is a sport for all ages, as well as a life time sport. This will be done through showing players in different stages of their lives playing the sport with great passion worn on their faces. The next advert focuses on the influx of girls playing the game of Rugby and how this is fast becoming more accepted- as it should be. This advert will showcase this notion through the transition of a majorly famous female Rugby player: depicting her path to greatness from child to teen to young adult to champion. This will also put emphasis on inner strength in women to overcome stereotypes that women are too weak to play such a physical sport, etc. It is meant to inspire. Thirdly, this will be an advert dedicated to the camaraderie and brotherhood of the sport. Much emphasis will be put on becoming a unitary and cohesive force through the depiction of professional players linking together to sing their national anthem, as well as sharing a victory with one another post-scoring. Lastly, but not “least-ly”, our advert for Protective Rugby wear. This advertisement will focus most closely on Scrum Caps and we will position ourselves to show that parents that they are valuable in professional play, while also showing children they are still “cool” for wearing them- this will be done through taking two of the most influential players in the game and putting them side by side.

Creative Brief
My objective is to expose children to the game of Rugby through cool and intriguing adverts that will pique their interest, while also gaining consent and appreciation of their parents. Through doing this, we will increase brand awareness of, both, Rugby and World Rugby Shop, respectively. My Audience is pre-teens, including children aged 7-12, as well as the parents of this demographic. My Message Theme is that Rugby is fun and exciting, as well as a great way to stay healthy and in shape. It's a sport you can play with your friends and family of all sizes and ages. Moreover, I also plan on tailoring the adverts to alleviate any preconceived notion(s) and/or concern(s) parents may have about the sport (i.e. physicality). This will be done through specific ad placement of promoting the legal protective gear that parents can purchase for their children (most especially, at our website) such as Scrum Caps, Mouth Guards, Under Armour, Padding, etc. This will, in turn, result in further revenue for our company. My Support will be statistics based on the amount of injuries and concussions sustained whilst playing American Football compared to the amount sustained whilst...
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