How The Product Will Be Marketed

Jack Adams

16/4/01

How The Product Will Be Marketed

The trainers will have to be repositioned in my adverts to appeal more to elderly people, which will mean finding the areas of current trainer adverts that are targeted at younger people and replace them with alternatives which are more aimed at older people. This should be done but I must make sure that the product is still represented how I want it at the end of my advert.

I would like my product to be seen by older folks as something that can give them more speed, balance, and a physical advantage, whilst still being comfortable and with a smart appearance for a pair of trainers. Associating the product with these characteristics can do this.

The Nike trainer advert I described in the introduction was of two sportsmen beating a man in a fight due to their amazing speed, given to them by their Nike footwear. If I was to make this appeal to over 60s then I would have to replace the two Nike-endorsing athletes with older alternatives, and to complete all my aims in general I would have to add something about how the trainers give you a more sophisticated look. Also my questionnaire revealed that 44% of elderly people believe that inflexibility in a shoe is the worst characteristic so this ...

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For my TV advert I have decided to have the camera focus the viewers on a man who is working out hard and training for a race, and he is talking how it has taken him so long to get here and how he’s devoted his life to it. Then in the race an old man wearing Donaldsons trainers beats him. This links Donaldsons to achievement and success, and will appeal to older people because it shows how Donaldsons trainers can make them do things they could only do when they were young. Next in the advert the man is at a press conference in a suit still wearing the trainers, and he praises the shoes and claims they are why he won. This scene relates the brand to elegance and having a smart appearance, if a famous, successful man is wearing the Donaldsons with his suit. Also when he claims the Donaldsons made him win it shows that it doesn’t matter how much physical ability you have beforehand, Donaldsons can make you amazingly good.

In my A4 magazine advert I have put the brands name in white because white connotes honest and truth, and to add to this in my questionnaire white was the most popular colour of the 12 options given with 33%. The honesty conveyed by the white will influence elderly viewers to believe the advert and what it says the shoe has and can do. The idea of this advert is linked to the TV one, of an old man wearing Donaldsons trainers being victorious in a race ahead of many younger, fitter-looking competitors connoting success.