Are you stuck on the roundabout of fitness? Hit a pothole? Stuck in a traffic jam? The target market for our ad is and they’re desperate to get on the road to fitness again. Our ad is going to get them there.
After extensive market research, via specific focus groups, we believe our ad is most appropriate for men and women in their early thirties to late forties. All have the same goal-to keep fit and lose weight in a relatively easy, non- expensive approach. We tested the ad on a focus group and each responded positively to the ad, indicating they would be ready to spend around $100 on a product like Zumba. They enjoyed the ad because it showed them a new fitness method that was easy to use and a lot cheaper than other ways of keeping for fit, for example; a gym membership. We have chosen to advertise in “Women’s Weekly Magazine”, “Marie Claire”, “Weight Watchers” magazines and various men’s fitness magazines. Our research illustrates that our target market are most absorbed in these magazines. It is proven that 75% of the ads advertised in these magazines are successful in appealing to the demographic audience.
Circulation of this ad will be occur in summer time when during the party and beach season, so consumers are enticed to purchase the product so they can acquire the picture-perfect beach body throughout summer.
In our ad layout it displays a half body image of a women’s tanned and toned stomach and her breasts in a sports bra. The body copy is placed at the bottom of the ad so once the readers are finished looking at the top part of the ad which gains their attention, they will then read the body copy. The Zumba symbol is then placed at the top right hand corner so when turning the page the reader will remember the ad/product. The small pictures of the different types of Zumba workouts are placed to the right of the body copy so the audience can see the numerous types of Zumba before reading the persuasive body copy....