Soft & Tough is a new male focused cosmetic products that aid in reducing aging effects on the skin while also providing sun protection. Anti –aging moisturizer is not a new concept as it has dominated the market for years, focused on women. Now is the time for such a product to be introduced to now focus as a male anti-aging, UV protection moisturizer to take advantage of such a wide market and to “emulate the same success women Anti-aging products” (Golding 2009) has had for years. Soft & Tough should focus on “authenticity, craftsmanship and performance” (Tungate, 2008) of the product because that is the foundation of men’s interest with regards to any products. It has been found that men will stay true and dedicated to products that deliver their exact needs, compared to women who would be more willing to try something new. To understand how to market for this gender specific product, there needs to be a better understanding of the consumers.
According to Kotler and Keller (2009), there needs to be an understanding of four segmentation schemes to understand customer differences. These four schemes are: geographic, demographic, psychographic and behavioral (p.114). Therefore with regards to marketing, it should be a straight forward marketing campaign, detailing the benefits of the product, depicting men from various walks of life, as I will detail below. In addition, an aggressive commercial campaign during sporting events such as weekend football on TV, Superbowl commercials and in sports and male focused magazines such as Sports Illustrated, GQ, etc. can help to bring Soft & Touch to the attention of the male audience. The various targets are detailed below:
1. Psychographic lifestyles: Outdoor Athletes: This is the p...
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...s for older gentlemen, these same celebrity influences works at times, although it has been found that most over the age of 45 are less likely to break from routine of what has worked well for them for years. However, older generation would be all over this product as within this age range is the increasing number of baby boomers that will be interested in a product that help fight the signs of ageing may prove particularly popular. This product will be successful as “older men tend to be extremely brand loyal, a potential boom for brands in such a competitive market” (Golding 2009), after usage and satisfaction of the product.
Overall, the best form of advertisement is always word of mouth recommendations, but today social media forums & internet is becoming the new age wave of advertising. Men, like women are willing to share a good find with friends and family.
The target market would be women who require the essential night cream in order to stay looking young. In today 's world women crave the idea of looking young for a longer period of time. The idea of this ad is for women to see a beautiful woman with amazing looking skin and aspire to look like her. The Aveeno Active Naturals ad recognizes different aged women who want to stay looking younger longer. The use of a beautiful woman in the ad helps to convince women that this product will help them stay looking young.
Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]
In 2011, Dr. Pepper 10 released a new ad campaign. Their new commercial’s primary purpose is to present a soda that is both healthy and still “manly.” In doing this, Dr. Pepper addressed a longstanding notion that Diet Dr. Pepper and Dr. Pepper Zero sodas are inherently unmanly. They attempted to reconcile this societal belief by creating a character that is extremely manly and still enjoys their 10 calorie drink. The average man is the target audience. They were hoping that they could target men that may want to drink more healthy beverages while still retaining their manliness. The character that Dr. Pepper creates to target this audience is a Paul Bunyan type. The actor has a long beard, is very rugged looking and shown being rowed down a river by a bear. The commercial is designed to bring back images of Grizzly Adams.
When viewing this advertisement, one can say it is effective in a way by using the tactics of ethos and pathos. Moreover, relating back to our common struggle with acne in comparison to a well-known celebrity, Adam Levine. Adam was trying to make it seem as if he went through the same phase any normal non-famous teenager would experience. Thus, this advertisement was effective in persuading the viewers who endeavor with acne and wish to stop being held back form living their life into buying Proactiv’s
This ad in particular promises “improved softness”. The problem with this claim is that it is unclear to what extent the product may have on its customers. Will the person wearing this product find themselves looking as if they’ve had professional work done, with no fine lines in the skin, or will the person only seen a small difference in their appearance? The word “softness” is also unclear. The word could mean a number of things, such as smooth complexion or evenly toned face. Does this mean the targeted woman needs to have silky soft skin, and if she doesn’t, will this be the product that solves her “problem”? It most likely will not be nearly as drastic as it might seem to me. The advertisement also promises “sublime bronze”, “instant summer glow”, and “blurred imperfections”, all of these claims are too general for anyone to decipher exactly to what extent this product works. This advertisement hopes that by using these words and phrases, women who are insecure about their “imperfections” or white, dull, skin, will buy this new product.
When Americans think of masculinity, they often see an unemotional, assertive, and muscular man. This identity is broadcasted all over America and young boys and men are soaking it up like a sponge. During the superbowl every year, companies display commercials that are intended to subconsciously show men how they’re suppose to carry themselves. For instance, in the Miller Lite commercial “Man card”, four friends are at a club when they see their friend sweet talking a girl in the corner and they proceed to tell him to “Man up”, also in the next clip the same 3 guys are playing football when they see the other guy riding a scooter and they proceeded to tell him what he’s doing is “unmanly”. This shows that sexist commercials aren’t just aimed towards women but also to men and young boys. While reading CJ Pascoe’s, “Dude. You’re a Fag”, She argues that the word “fag” has little to do with someone being gay and that it can have several meanings. Michael Kimmel believes that boys are being taught to be tough at very young ages, which cause them to sometimes act
Professors Carrie Packwood and Debra Merskin, authors of the essay “Having It His Way: The Construction of Masculinity in Fast-Food Advertising”, repudiate the stereotypical macho behaviors that are used in several commercials to build a reputation for men while women are used as objects. Media use this stereotype to sell nearly every product; being fast food, beer, and cars on top of the list. Furthermore, Packwood and Merskin claim that advertisement present men, compared to women, as superior individuals with total freedom who see women as prizes. The perfect macho type is a strong resource to sell beer; the Tui beer commercial “Temptations can be dangerous, stay focused” applied this stereotype, where men are on the spotlight and women
Schroeder, Jonathan & Zwick, Detlev, Mirrors of Masculinity: Representation and Identity in Advertising Images: Consumption, Markets and Culture, (Volume 7: March 2004)
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
And based on the Axe company’s $6 billion plus in sales in 2015, their marketing plan is working. Despite many females calling the company’s ads sexist, and certain commercials going so far as to be banned from television, men still buy the products. According to Craig L. Engstrom (2012), he believes that men preform their masculinity. By researching college aged males he found, “male residents overwhelmingly display more sexual and aggressive posters.” (p. 406) Posters, and other forms of media are a reflection of what men believe their identity is. The men Engstrom studied and the men that the commercial appeals to are in the same age group, therefore sharing some of the same identities. Engstrom explains that our modern society has a limited understanding of masculinity, and stresses how dangerous this is. (Engstrom, 2012, p.
In 2011, Coca-Cola launched an ad campaign to spike men’s interest in the low-calorie soda known as Dr. Pepper 10. In this advertisement, the Coca-Cola Company made suggestions as to what it means to be masculine and how Dr. Pepper 10 can help men live out that lifestyle. In this commercial, a man can be seen performing exaggerated feats of masculinity, such as effortlessly carrying a tree trunk and crushing an ice-encrusted arm against a rock. The third scene of importance is almost an afterthought, but it’s subliminal message can’t be missed. It can be reasonably inferred that Coca-Cola has targeted the male mentality that low-calorie drinks are for women and are not masculine enough for them. So, Coca-Cola created this ad campaign just
you that you are ageing, and are in need of beauty products to achieve the ideal look. Teen dramas use the
The audiences of the commercial are both men and women. Teens are also a highly targeted audience because they are the main demographic of the line and are the most likely consumers of the product. The commercial is focused from a male’s point of view; this is seen by the way the models are provocatively positioned to face the camera and their poses through the ad. The commercial
Relastin Skin Revitalizer is an anti-wrinkle firming skin cream designed to encourage the production of elastin to reduce fine lines and wrinkles and restore elasticity.The formula soaks into the layers of skin to produce healthy, smooth skin with lasting results..
Delivering the best product in a category, providing great customer experience, and rewarding customer loyalty are all business actions that earns customer recommendations. Recommendations are important to marketers, because when a recommendation is earned it indicates preference from a customer, leads to purchase and a strong probability that the customer will tell others through word of mouth. The most effective word of mouth marketing follows five principals which are Credible, respectful, social, measurable and repeatable. Credible word of mouth is honest and authentic messages from brand to customers and from customers to customers. Respectable word of mouth is responsible and trustworthy behavior as it relates to privacy matters between brand and their consumers. Social word of mouth involves brand listening, participating, responding and engaging in conversations online and offline. Measurable word of mouth is the ability to evaluate, monitor and ...