MKTG 434 TV ADVERTISING &

SEGMENTATIONBY

ANGELA ROMEROBHOOMI BRAHMBHATT

You're Only As Old As You Feel Campaign

Target Audience: Seniors

Demographic Age 65+ 18.3% of U.S. population Empty nesters Ethnicity: White (74.2%) & Hispanic (16.4% ) Education: Bachelors or over 28.2% Income: 78.3% of households earn 70,000.

Psychographics Activities: retired & hobbies Interest: health Opinions : independent

Targeting

Demographic

Seniors: Age 65+ It is designed for their health needs

Geographic

Florida California New York

Positioning

Benefit Functional

Improves the health Emotional

Youth and health

UserShowcases seniors as main

characters

Sizzling Senior-itas

A. http://www.youtube.com/watch?v=DZC09Hi_BhU

B. The Ellen DeGeneres Show 2.74 million views per episode Daytime TV is targeted at women Seniors watch it because they are retired

Sizzling Senior-itas

C. Targeted to women Make the purchase decisions Product designed for women Persuade them to buy for spouses too

Creative Guidelines Visual: Show strong women and product Coordinate the audio with the visual: talk about

fit women & shows one Shows the brand: 2 times & repeat name twice

You're Only As Old As You Feel

A.  http://www.youtube.com/watch?v=NuN02oA66xw

B. CBS Local news 77% of seniors watch local news News are gender equal CBS many local news

You're Only As Old As You Feel

c. Targeting male and female Doctor: Attention-getter & credibility Centrum solves heath problems

Creative Guidelines Attention-getting : Doctor & common ailments on

seniors Persuade as well as entertain: Offering a solution,

Centrum & fun video of seniors having fun. Show the brand: repeat brand three times &