Step 1 – Making the previous design more interesting
- The previous design was basic and quickly planned out. If you made the whole advertisement animated it would appeal to a wider variety of people, we could make it more fun, pleasant and more enjoyable to watch.
- If we switched the characters to other well-known items such as bread and avocado (things that go well with vegemite) then the overall concept would improve.
- We could make the mini vegemite big and overall make the set up more glamourous so instead of having more basic backgrounds we could have a family of vegemite's of a school environment where the vegemite is left out until everyone realises how good he is then they are all happy little vegemite’s.
- Play the theme song instead of writing down the lyrics.
Step 2 – Identify the target audience
- The people who we want to target are families. They will be the highest users of vegemite. If we aim to target mothers or the shoppers of the family then we will increase sales so our age range would be 30-40 with the exception of appealing to children who will ask their mum to buy the product. The income bracket would be variable as it is an affordable product for everybody, but if we target school children and families we can bring in that occupation and group of people t increase sales with this particular advertisement.
Step 3 – SMP
- Vegemite brings a smile to everyone’s day, no age limit, no fuss. There’s no wrong time for vegemite.
Step 4 – Add to the SMP
- With the new slogan “Vegemite brings a smile to everyone’s day, no age limit, no fuss. There’s no wrong time for vegemite” we expand our target audience and target publics.
- If we used this slogan in addition to the previously created advertisement about happy little vegemite’s we could create an advertisement about how everyone is happy about the no fuss and the inclusion of everyone.
- We could also play on the no wrong time for vegemite, for example, have someone riding a bike while eating a vegemite sandwich or scuba diving and eating vegemite showing the extremes of the new slogan but always coming back to we are happy little vegemite’s.
Step 5 – Another question
Australia’s advertising industry is usually targeted at their typical sales target group. For example, rebel sport targeting those who wish to be active or who live an active lifestyle but most importantly Australian advertising caters to who they wish to target so in this instance it is relatively inclusive.
- @taylalondonn
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