Question 1: Why does our client need to advertise?
Ancestry.com is an online service that hosts member accounts and facilitates genealogy research and online genealogy communities. Genealogy can intimidate people from getting involved with it because of it’s demanding labor requirements to perform intensive research. Ancestry.com needs to show that their site is not the intimidating genealogy service people perceive it to be.
Question 2: What is the advertising going to accomplish?
The advertising for Ancestry.com will show people how their service does almost all of the work for them and can connect them to real living communities within their family heritage – people who can share real family stories, photos, and important information like medical histories with them.
Question 3: Who are we going to connect with?
Men and women between 30–65 years old who feel strong ties to family and place the importance of family as their priority in life, but may be curious about where their family came from.
Question 4: What are the most insightful things we know about them?
These people are curious about their lineage. They may wonder about their genetic background and how it might factor into their health issues. They want to sleuth out who they really are. They believe they have interesting stories about their heritage. They feel lost without concrete information. They are also looking historical and cultural information that has formed their families. People want a formula to help define their self-image. Heritage can provide that. Our audience dabbles in history-based hobbies like attending Renaissance fairs or Civil War reenactments. They enjoy attending cultural celebrations like the Cinco de Mayo festivals. They also enjoy antiquing, scrapbooking, and researching family crests.
Question 5: What is the single most effective message?
Ancestry.com makes the easiest work out of creating genuine family trees with its... [continues]
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