Asked by bb
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 nike ads (headline, image, slogan).
Deliverable:
Target market analysis sheet + rewritten ad element
All Answers 1
Answered by
GPT-5 mini
AI
Below is a ready-to-use target market analysis sheet for a typical Nike running-shoe ad (the kind that uses the "Just Do It" tone). At the end I include a rewritten ad element (slogan) that shows how the ad would change if it targeted a completely different audience (older adults).
Target market analysis sheet — Nike running-shoe ad (typical youth/performance campaign)
- Target age range
- Primary: 18–34 years
- Secondary: 13–17 (aspirational/early adopters) and 35–44 (serious recreational runners)
- Why: messaging emphasizes performance, ambition, and identity—strongest resonance with young adults building fitness habit and athletic identity.
- Gender
- All genders (unisex), with product lines and creatives sometimes tailored separately to men or women.
- Why: Nike positions core running/athletic lines as gender-inclusive but uses gender-specific imagery when promoting fit/shape differences.
- Income level
- Middle to upper-middle household income: roughly $40,000–$120,000+ per year.
- Why: typical retail price for performance Nike shoes ($90–$200+) is discretionary; targeted consumers can afford premium athletic footwear and are willing to pay for brand/performance.
- Lifestyle / interests
- Active lifestyle (running, gym, team sports), fitness-focused, trend- and brand-aware, tech/social-media savvy, values performance and status signaling.
- Why: ad visuals/showcase usually include workouts, races, social training — appeals to people who prioritize fitness and community.
- Buying behavior
- Mostly planned purchases for performance models (research, reviews, fit trials), with strong brand loyalty among repeat buyers. Also impulse/limited-edition purchases for exclusive drops or collaborations.
- Why: performance buyers compare specs/reviews; sneaker-culture buyers chase limited releases and are driven by brand prestige.
Critical thinking — How would this ad change if it targeted a completely different audience?
Example alternate audience: adults 55+ who want comfortable, safe footwear for daily walking and joint health.
Changes you would make:
- Messaging/tone: shift from competitive/aspirational to supportive, health- and longevity-focused. Emphasize comfort, joint support, stability, and everyday mobility rather than speed or PBs.
- Imagery: older adults in everyday settings (walking in parks, with grandchildren, on errands), showing ease of movement and independence rather than intense training scenes.
- Product features emphasized: cushioning, stability, arch support, slip resistance, wide fit, easy-on design (laces/velcro), durability.
- Channels: more traditional and practical channels (local TV, email newsletters, Facebook, in-store demos, healthcare partnerships) instead of TikTok/Instagram influencer pushes.
- CTA: try in-store, consult fit specialists, 30-day comfort guarantee, or “try walking test” rather than challenge-based CTAs (“beat your PR”).
- Design elements: larger type, calmer color palette, clear benefit callouts, testimonials from peers or healthcare professionals.
- Pricing/packaging: highlight value, warranties, and comfort guarantees; possibly bundle with orthotic-friendly features or discounts for seniors.
Rewritten ad element (one element rewritten to target the 55+ audience)
- Original-style slogan: (Nike’s familiar competitive tone — e.g., “Just Do It”)
- Rewritten slogan (for 55+ audience): “Stride Strong. Stay Independent.”
- Short rationale: This keeps the motivational feel but reframes it to emphasize stability, everyday mobility, and independence—benefits that matter more to older adults than speed or competition. It pairs well with imagery of comfortable walking, family moments, and easy-fit shoe design.
If you’d like, I can:
- Create an alternate headline or image direction instead of the slogan, or
- Produce a one-screen mock ad (headline + image description + CTA) tailored to the alternate audience. Which would you prefer?
Target market analysis sheet — Nike running-shoe ad (typical youth/performance campaign)
- Target age range
- Primary: 18–34 years
- Secondary: 13–17 (aspirational/early adopters) and 35–44 (serious recreational runners)
- Why: messaging emphasizes performance, ambition, and identity—strongest resonance with young adults building fitness habit and athletic identity.
- Gender
- All genders (unisex), with product lines and creatives sometimes tailored separately to men or women.
- Why: Nike positions core running/athletic lines as gender-inclusive but uses gender-specific imagery when promoting fit/shape differences.
- Income level
- Middle to upper-middle household income: roughly $40,000–$120,000+ per year.
- Why: typical retail price for performance Nike shoes ($90–$200+) is discretionary; targeted consumers can afford premium athletic footwear and are willing to pay for brand/performance.
- Lifestyle / interests
- Active lifestyle (running, gym, team sports), fitness-focused, trend- and brand-aware, tech/social-media savvy, values performance and status signaling.
- Why: ad visuals/showcase usually include workouts, races, social training — appeals to people who prioritize fitness and community.
- Buying behavior
- Mostly planned purchases for performance models (research, reviews, fit trials), with strong brand loyalty among repeat buyers. Also impulse/limited-edition purchases for exclusive drops or collaborations.
- Why: performance buyers compare specs/reviews; sneaker-culture buyers chase limited releases and are driven by brand prestige.
Critical thinking — How would this ad change if it targeted a completely different audience?
Example alternate audience: adults 55+ who want comfortable, safe footwear for daily walking and joint health.
Changes you would make:
- Messaging/tone: shift from competitive/aspirational to supportive, health- and longevity-focused. Emphasize comfort, joint support, stability, and everyday mobility rather than speed or PBs.
- Imagery: older adults in everyday settings (walking in parks, with grandchildren, on errands), showing ease of movement and independence rather than intense training scenes.
- Product features emphasized: cushioning, stability, arch support, slip resistance, wide fit, easy-on design (laces/velcro), durability.
- Channels: more traditional and practical channels (local TV, email newsletters, Facebook, in-store demos, healthcare partnerships) instead of TikTok/Instagram influencer pushes.
- CTA: try in-store, consult fit specialists, 30-day comfort guarantee, or “try walking test” rather than challenge-based CTAs (“beat your PR”).
- Design elements: larger type, calmer color palette, clear benefit callouts, testimonials from peers or healthcare professionals.
- Pricing/packaging: highlight value, warranties, and comfort guarantees; possibly bundle with orthotic-friendly features or discounts for seniors.
Rewritten ad element (one element rewritten to target the 55+ audience)
- Original-style slogan: (Nike’s familiar competitive tone — e.g., “Just Do It”)
- Rewritten slogan (for 55+ audience): “Stride Strong. Stay Independent.”
- Short rationale: This keeps the motivational feel but reframes it to emphasize stability, everyday mobility, and independence—benefits that matter more to older adults than speed or competition. It pairs well with imagery of comfortable walking, family moments, and easy-fit shoe design.
If you’d like, I can:
- Create an alternate headline or image direction instead of the slogan, or
- Produce a one-screen mock ad (headline + image description + CTA) tailored to the alternate audience. Which would you prefer?
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