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Book Reading: Chapters 4, 5, and 6

Each week, you will create an ad,

based on a theory or approach to persuasion covered during that week reading chapters

. And each week, you will create a different ad for that same product using a different form of persuasion based on what we are learning for that particular week. The goal is to learn different ways to persuade an audience regarding the same cause or product.

Assignment 2: Persuade them to buy it or buy into it!

The GoPro HERO8 Video Camera

Assignment 2
Book Reading: Chapters 4, 5, and 6
Each week, you will create an ad, based on a theory or approach to persuasion covered during
that week reading chapters. And each week, you will create a different ad for that same product
using a different form of persuasion based on what we are learning for that particular week. The
goal is to learn different ways to persuade an audience regarding the same cause or product.
Assignment 2: Persuade them to buy it or buy into it!
The GoPro HERO8 Video Camera
Your assignment is to write an ad, based on a theory or approach to persuasion
covered in this week reading chapters. Your ad must have a headline, a sub-headline
under the headline, at least one image, at least two paragraphs of copy, and a call to
action. You can write your ad for one of two “clients”: GoPro Hero8 Black Video
Camera. Be sure to research your chosen client thoroughly online.
In addition, you must write 3 – 6 paragraphs about how the ad you created is based on
the theory or approach.
In these paragraphs, you need to explain how each element (headline, subheadline,
image, copy, and call to action) relates to the theory or approach.
The Target Audience: the ad will address the same Target Consumer Group;
Mainstream Families.
Information about this group is below and in the Word Document:
· Assignments – The Target Consumers – Word Document (74.7 KB)
You may address the entire target consumer group or just part of it, such as fathers,
mothers, children, grandparents.
The Target Consumer Group: Mainstream Families
The Mainstream Families consumer group is composed of eight segments of middleand working-class child-filled households. While the age range of
adults is broad —from 25 to 54, and have at least one child under 18 still at home.
These segments share similar consumption patterns, living in modestly priced homes-including mobile homes–and often own three or more cars. As consumers,
Mainstream Families are inclined to enjoy sports, electronic toys, groceries in bulk,
and televised media.
PRIZM Segmentation System
Mainstream Families
Mainstream Families refers to a collection of seven segments of middle- and
working-class child-filled households. While the age range of adults is broad—
from 25 to 54–these are households with at least one child under 18 still at home.
And residents in this exurban group share similar consumption patterns, living in
modestly priced homes–including mobile homes–and ranking high for owning three
or more cars. As consumers, Mainstream Families maintain lifestyles befitting large
families in the nation’s small towns: lots of sports, electronic toys, groceries in bulk,
and televised media.
Statistics: Median HH Income: $47,701, US Households: 13,646,438
Eight segments make up this group: (New Homesteaders, Big Sky Families, White Picket Fences,
Blue-Chip Blues, Kid Country, USA; Shotguns & Pickups, Suburban Pioneers, Multi-Culti Mosaic)
______________________________________________________________________________________
Segment 1. New Homesteaders
Upper-Mid, Younger w/ Kids. Young, upper-middle-class families seeking to escape suburban
sprawl find refuge in New Homesteaders, a collection of small rustic townships filled with new
ranches and Cape Cods. With decent-paying jobs in white and blue-collar industries, these dualincome couples have fashioned comfortable, child-centered lifestyles; their driveways are filled
with campers and powerboats, their family rooms with PlayStations and Game Boys.
Statistics: Median HH Income: $57,898, US Households: 2,041,723 (1.77%)
Lifestyle Traits
Demographics Traits:
•
Shop at Best Buy
• Urbanicity: Town
•
Buy toys
• Income: Upper-Mid
•
Read American Baby
• Income Producing Assets: Moderate
•
Watch Cartoon Network
• Age Ranges: 25-44
•
Chevrolet Uplander Flex Fuel
• Presence of Kids: HH w/ Kids
• Home-ownership: Mostly Owners
• Employment Levels: WC, Service, Mix
• Education Levels: College Grad
• Ethnic Diversity: White
Segment 2: Big Sky Families
Upper-Mid, Younger w/ Kids: Scattered in placid towns across the American heartland, Big Sky
Families is a segment of younger rural families who have turned high school educations and bluecollar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and
volleyball, as well as fishing, hunting, and horseback riding. To entertain their sprawling families, they
buy virtually every piece of sporting equipment on the market.
Statistics: Median HH Income: $57,074, US Households: 2,195,844 (1.90%)
Lifestyle Traits
Demographics Traits:
•
Order from eBay.com
Urbanicity: Rural
•
Attend high school sports
Income: Upper-Mid
•
Read Game & Fish
Income Producing Assets: Moderate
•
Watch X Games
Age Ranges: 25-44
•
Chevrolet Silverado Diesel
Presence of Kids: HH w/ Kids
Homeownership: Mostly Owners
Employment Levels: BC, Service, Mix
Education Levels: Some College
Ethnic Diversity: White
Segment 3: White Picket Fences
Upper-Mid, Younger w/ Kids Midpoint on the socioeconomic ladder, residents in White Picket Fences
look a lot like the stereotypical American household of a generation ago: young, upper-middle-class,
and married with children. But the current version is characterized by modest homes and ethnic
diversity, including a disproportionate number of Hispanics and African-Americans.
Statistics: Median HH Income: $53,901, US Households: 1,556,279 (1.35%)
Lifestyle Traits
Demographics Traits:
•
Order from BMG Music
• Urbanicity: Second City
•
Rent/buy kid’s videos
• Income: Upper-Mid
•
Read People en Espanol
• Income Producing Assets: Moderate
•
Watch Latin Grammy Awards
• Age Ranges: 25-44
•
Kia Sedona
• Presence of Kids: HH w/ Kids
• Homeownership: Mostly Owners
• Employment Levels: WC, Service, Mix
• Education Levels: Some College
• Ethnic Diversity: White, Black, Asian, Hispanic
Segment 4: Blue-Chip Blues
Midscale, Younger w/ Kids ,Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse,
young, sprawling families with well-paying blue-collar jobs. The segment’s aging neighborhoods
feature compact, modestly priced homes surrounded by commercial centers that cater to child-filled
households.
Statistics: Median HH Income: $52,242, US Households: 1,438,998 (1.25%)
Lifestyle Traits
Demographics Traits:
•
Shop at Marshalls
• Urbanicity: Suburban
•
Buy fashion dolls
• Income: Midscale
•
Read Baby Talk
• Income Producing Assets: Below Avg.
•
Watch Univision
• Age Ranges: 25-44
•
Mitsubishi Lancer
• Presence of Kids: HH w/ Kids
• Homeownership: Mix,
• Owners Employment Levels: BC, Service, Mix
• Education Levels: Some College
• Ethnic Diversity: White, Black, Asian, Hispanic
Segment 5: Kid Country, USA
Lower-Mid, Younger w/ Kids Widely scattered throughout the nation’s heartland, Kid Country, USA is
a segment dominated by large families living in small towns. Predominantly white, with an aboveaverage concentration of Hispanics, these young, working-class households include homeowners,
renters, and military personnel living in base housing; about 20 percent of residents own mobile
homes.
Statistics: Median HH Income: $43,504, US Households: 1,415,349 (1.23%)
Lifestyle Traits
Demographics Traits:
•
Order from oldnavy.com
• Urbanicity: Town
•
Buy infant toys
• Income: Lower-Mid
•
Read Fit Pregnancy
• Income Producing Assets: Low
•
Watch Nick at Nite
• Age Ranges: 25-44
•
Nissan Titan Flex Fuel
• Presence of Kids: HH w/ Kids
• Homeownership: Mix, Owners
• Employment Levels: WC, Service, Mix
• Education Levels: High School Grad
• Ethnic Diversity: White, Black, Hispanic, Mix
Segment 6: Shotguns & Pickups
Lower-Mid, Younger w/ Kids The segment known as Shotguns & Pickups came by its moniker
honestly: it scores near the top of all lifestyles for owning hunting rifles and pickup trucks. These
Americans tend to be young, working-class couples with large families, living in small homes and
manufactured housing. Nearly a third of residents live in mobile homes, more than anywhere else in
the nation.
Statistics: Median HH Income: $43,273, US Households: 1,871,911 (1.62%)
Lifestyle Traits
Demographics Traits:
•
Shop at Sears Hardware
• Urbanicity: Rural
•
Own a horse
• Income: Lower-Mid
•
Read North American Hunter
• Income Producing Assets: Low
•
Watch Outdoor Channel
• Age Ranges: 25-44
•
Ford F-Series
• Presence of Kids: HH w/ Kids
• Homeownership: Mostly Owners
• Employment Levels: BC, Service, Mix
• Education Levels: High School Grad
• Ethnic Diversity: White, Black, Mix
Segment 7: Suburban Pioneers
Downscale, Middle Age Family Mix, Suburban Pioneers represents one of the nation’s eclectic
lifestyles, a mix of singles, recent divorcees, and single parents who have moved into older, inner-ring
suburbs. They live in aging homes and garden-style apartment buildings, where the jobs are scarce
and the money is tight. But what unites these residents–a diverse mix of whites, Asians, Hispanics,
and African-Americans–is a working-class sensibility and an appreciation for their off-the-beatentrack neighborhoods.
Statistics: Median HH Income: $34,441, US Households: 1,195,365 (1.04%)
Lifestyle Traits
Demographics Traits:
•
Shop at Lane Bryant
• Urbanicity: Suburban
•
Mail order toys
• Income: Downscale
•
Read Bicycling
• Income Producing Assets: Below Avg.
•
Watch Sabado Gigante
• Age Ranges:
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