Question

ONE advertisement (online, print, or teacher-provided).

They must identify:

Target age range (of whatever advertisement is chosen)

Gender (if applicable)

Income level (What income would it take to get said product)

Lifestyle or interests (What type of lifestyle is needed for what is being advertised. Or how does it relate to people's interest)

Buying behavior (impulse, planned, brand loyal)

Critical Thinking Question:

“How would this ad change if it targeted a completely different audience?”

Students rewrite one element of the ad (headline, image, slogan).

Answer 1

Ad chosen: Nike running shoe online banner (young runner sprinting, product shot, slogan “Just Do It”)

Identification
- Target age range: ~18–35 years old (young adults and early-career adults).
- Gender: Generally unisex, but the creative shown (male runner) skews slightly male; Nike typically targets both sexes with gendered variants.
- Income level: Middle to upper-middle income (disposable income to spend $100–200+ on performance shoes).
- Lifestyle / interests: Active, fitness-oriented, regular runners or gym-goers; values health, competition, self-improvement, social media fitness culture.
- Buying behavior: Mix of planned and brand-loyal buying. Many buyers research and upgrade predictably (planned), but limited releases or eye-catching creatives can trigger impulse purchases. Strong brand loyalty for repeat customers.

Critical thinking: How would this ad change if it targeted a completely different audience?
- Targeting older adults (55+): imagery would show an older adult walking or jogging with a friend, emphasis on comfort, stability and joint support, and pastoral or everyday settings rather than sprint/action shots. Copy would highlight injury prevention, cushioning, and ease of use (“walk longer, feel stronger”), and trust-building elements such as endorsements from healthcare professionals, testimonials, or return guarantees. Colors would be calmer; type larger and clearer.
- Targeting budget-conscious teens: focus on style and social status rather than performance, lower price points or payment options, influencer-driven imagery, bold colors, and messaging about looks and trends (“Fresh kicks for your feed”).
- Targeting elite runners: technical specs, lap time improvements, pro athletes and race-day shots, performance data and reviews; higher price positioning justified by tech.

Rewritten element (slogan/headline)
Original: “Just Do It”
Rewritten headline for the same young-runner audience: “Run Your Way — Every Mile Counts.”
Brief reason: Keeps motivational tone but connects directly to running and personal progress, appealing to both casual and competitive runners who value measurable improvement.