Advertising Evaluation
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
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