Learning Goal: I’m working on a advertising writing question and need an explanation and answer to help me learn.ASSIGNMENT 1: Using the Volvo creative brief/case study in the module as an example (posted below), choose a product/brand that is familiar to you and consider what you would include in a creative strategy for a campaign to advertise it. What are the objectives, who are you going to speak to, why, and how? Please write 500 words.Example: This creative brief/case study for Volvo illustrates a specific approach that addresses the challenge, objective, strategy, and resultant creative approach.The Volvo BrandA Swedish, entry-level, luxury automobile manufacturer.
Widely known and respected for having the safest vehicles on the road.
The first car company to make seat belts standard for all models in 1959.
The ChallengeAdvertise one Volvo model to stay-at-home dads in order to become first-movers in this emerging market, without alienating current or potential customers.The Volvo XC90The XC90 is Volvo’s largest SUV, and the only model offering third row seating.The time when couples begin considering larger automobiles most frequently occurs immediately after having children.Despite higher gasoline prices, SUV sales and popularity have actually increased from 1 in 5 vehicles sold a decade ago, to 1 in 3 vehicles sold today.ObjectivesMake the XC90 the #1 dream vehicle for stay-at-homedads.
Make wives of stay-at-home dads comfortable withthe decision to purchase the XC90.
Further the widely held belief that Volvo hasbeen, and always will be, the safest car on the road.
The Modern FamilyThe number of stay-at-home dads has more than doubled in past decade.Only 16% of American families are now what we consider “traditional” with a working husband and stay-at-home wife.40% of females make moremoney than their husbands.Approximately 2 millionmen function as primary caregivers.This new family structure is more than a lifestyle choice. It makes sense economically. The earning potential of women relative to men is increasing. Rather than devoting a significant portion of their salary to childcare, more families are electing to have the men stay home with the children.Target AudienceStay-at-home dads with at least one child under the age of 18.
30 – 48 years old.
Lives vicariously through kids.
Still has an inner child.
Desire to be considered a manly man.
Happy when kids are happy.
Enjoys outdoor activities.
Provides for families, but not financially.
ResearchObserved footage from an ethnographic documentary on five stay-at-home dads.Analyzed an article on the book Do Men Mother? by Andrea Doucet where 118 male caregivers were studied.Reviewed Gever Tulley’s Ted Talk on his book 50 Dangerous Things You Should Let Your Children Do. Watched The Other F Word, a documentary on punk rockers becoming fathers, produced by Morgan Spurlock. InsightFathers let their kids take more risks than mothers.StrategyThe Volvo XC90 keeps wives’ peace of mind while allowing dads to do “the fun stuff” with their kids.Creative Concept and ExecutionsCredit to:Drew Shook – Art DirectorSara Uhelski – CopywriterASSIGNMENT 2: Market DemographicsWhat is the market for your product? Where do they live? How old are they? Why are they the market for what you’re selling? Are there other demographics that might be brought into the product envelope? (2 paragraphs)
Requirements: 500 words | .doc file
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