The target audience: The target audience is females who are 40 to 50 years of age and are living in urban areas. This woman cares about her well-being and consciously takes care of herself by doing things such as eating organic foods or doing yoga. She is social and lies at the heart of her circle of family and friends. She is also driven by the exploration of herself as an individual and likes to be conscious of the individual’s effect and impact on society and the planet as a whole. Her buying habits include shopping at places that are ecologically and socially conscious like she is and does not restrict her purchases because of financial concerns. She likes to spend time outdoors, so she looks for clothing and outerwear that she can trust will provide the right qualities for the weather.

 

Client’s advertising objective: The advertising will make the target audience feel like they can trust the brand and their products through the message that Columbia Sportswear’s products are created with brilliant technologies to work against all types of weather. The target audience will prefer to purchase Columbia Sportswear clothing and outerwear to other brands and the brand will increase sales within the target audience by 40%.

 

What the target currently thinks about the product: The target audience currently is aware of Columbia Sportswear and thinks positively of the brand. They have purchased from Columbia Sportswear in the past and also have friends, family, and coworkers that own products from the brand. They like that the brand uses high quality materials, and that they support environmental conservation and conservational organizations.

 

What the target will think about the product after they see the advertisement: After the target audience sees the advertisement they will understand more about how Columbia Sportswear product technologies work and what they do. They will then trust that the brand’s products work, and that they do so better than Columbia Sportswear’s competing brands. Because of this, they will want to purchase Columbia Sportswear products. They will know where to find out even more information about the brand and where they can buy the products because the advertisement will have a call to action.

 

Why they will believe us: The target audience will believe the advertisement because it will show how Columbia Sportswear products can be used outdoors and protect the body through their weather defensive technologies. Some of the technologies include the Omni-Heat Reflective insulation to protect from the cold weather, multiple types of waterproof fabrics to protect from the rain, and the Omni-Freeze cooling fabric for high temperature weather.