Asked by hi
Directions:
Students choose 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).
Deliverable:
Target market analysis sheet + rewritten ad element
Brand: Ariat
All Answers 1
Answered by
GPT-5 mini
AI
Chosen ad (example): Ariat print/online ad showing a rider on horseback wearing Ariat western boots and jeans, rustic outdoor background; headline/slogan: “Built for the Ride.”
Target market analysis sheet
- Product/ad focus: Ariat western/riding boot (performance + lifestyle).
- Target age range:
- Primary: 25–44 years (young adults establishing careers/families who ride or value equestrian style).
- Secondary: 45–60 years (experienced riders, ranchers, repeat buyers).
- Rationale: buyers need discretionary income for quality boots and either active riding or an affinity for country/heritage style.
- Gender:
- Primarily gender-neutral; many campaigns skew slightly female or male depending on model shown. This ad (rider pictured) reads as either, but likely targets both men and women who ride/own horses.
- Income level:
- Middle to upper-middle income. Household income roughly $45,000–$100,000+.
- Rationale: Ariat is a premium performance boot brand (typical retail $150–$350+), so buyers need some discretionary spending ability.
- Lifestyle / interests:
- Equestrian activities (trail riding, showing), ranch/farm life, rodeo, outdoor/working lifestyle.
- Values: durability, comfort, technical performance, authenticity, heritage style.
- Also appeals to consumers who adopt “western” fashion as everyday style.
- Buying behavior:
- Planned purchase for core performance/expensive items (research, sizing, try-on).
- Brand-loyal among riders who value fit and performance; repeat purchases across seasons.
- Occasional impulse buys for seasonal/fashion styles or sale items.
- Influenced by peer recommendations, equestrian endorsements, product reviews, and in-store fit.
Critical thinking: How would this ad change if it targeted a completely different audience?
- New audience chosen: urban young adults (18–30) interested in fashion/streetwear (not riders).
- Key changes to the ad:
- Imagery: swap horse/ranch scene for urban backdrop (city street, café, subway); model wearing boots styled with city outfits (skinny jeans, cropped coat) — show boots as a fashion statement rather than riding gear.
- Product focus: highlight style, versatility, and comfort for all-day city wear rather than technical riding features; emphasize lightweight comfort, cushioning, and trendy finishes (colorways).
- Copy/tone: shift from performance/heritage language to lifestyle/fashion voice—short, punchy, culturally relevant lines.
- Channels & influencers: place ads on Instagram, TikTok, fashion blogs; use streetwear influencers rather than equestrian athletes.
- Price messaging: emphasize value and versatility; offer entry models or payment options (BNPL) and limited-edition colorways to drive impulse.
- Call to action: drive to mobile-friendly shop, limited drops, styling tips, UGC hashtag campaigns.
- Overall goal: reposition Ariat boots as a crossover fashion item that fits city life while retaining implied durability.
Rewritten ad element (one element changed)
- Original slogan: “Built for the Ride.”
- Rewritten slogan for the urban young-adult audience: “From Barn to Block — Boots That Go Everywhere.”
- Notes: keeps the brand’s heritage nod (“Barn”) while signaling city use (“Block”), positioning the boot as versatile fashion + function.
Deliverable summary
- Included: target market analysis for the chosen Ariat ad (age, gender, income, lifestyle, buying behavior), answer to how the ad would change for a different audience, and a rewritten slogan tailored to that new audience.
Target market analysis sheet
- Product/ad focus: Ariat western/riding boot (performance + lifestyle).
- Target age range:
- Primary: 25–44 years (young adults establishing careers/families who ride or value equestrian style).
- Secondary: 45–60 years (experienced riders, ranchers, repeat buyers).
- Rationale: buyers need discretionary income for quality boots and either active riding or an affinity for country/heritage style.
- Gender:
- Primarily gender-neutral; many campaigns skew slightly female or male depending on model shown. This ad (rider pictured) reads as either, but likely targets both men and women who ride/own horses.
- Income level:
- Middle to upper-middle income. Household income roughly $45,000–$100,000+.
- Rationale: Ariat is a premium performance boot brand (typical retail $150–$350+), so buyers need some discretionary spending ability.
- Lifestyle / interests:
- Equestrian activities (trail riding, showing), ranch/farm life, rodeo, outdoor/working lifestyle.
- Values: durability, comfort, technical performance, authenticity, heritage style.
- Also appeals to consumers who adopt “western” fashion as everyday style.
- Buying behavior:
- Planned purchase for core performance/expensive items (research, sizing, try-on).
- Brand-loyal among riders who value fit and performance; repeat purchases across seasons.
- Occasional impulse buys for seasonal/fashion styles or sale items.
- Influenced by peer recommendations, equestrian endorsements, product reviews, and in-store fit.
Critical thinking: How would this ad change if it targeted a completely different audience?
- New audience chosen: urban young adults (18–30) interested in fashion/streetwear (not riders).
- Key changes to the ad:
- Imagery: swap horse/ranch scene for urban backdrop (city street, café, subway); model wearing boots styled with city outfits (skinny jeans, cropped coat) — show boots as a fashion statement rather than riding gear.
- Product focus: highlight style, versatility, and comfort for all-day city wear rather than technical riding features; emphasize lightweight comfort, cushioning, and trendy finishes (colorways).
- Copy/tone: shift from performance/heritage language to lifestyle/fashion voice—short, punchy, culturally relevant lines.
- Channels & influencers: place ads on Instagram, TikTok, fashion blogs; use streetwear influencers rather than equestrian athletes.
- Price messaging: emphasize value and versatility; offer entry models or payment options (BNPL) and limited-edition colorways to drive impulse.
- Call to action: drive to mobile-friendly shop, limited drops, styling tips, UGC hashtag campaigns.
- Overall goal: reposition Ariat boots as a crossover fashion item that fits city life while retaining implied durability.
Rewritten ad element (one element changed)
- Original slogan: “Built for the Ride.”
- Rewritten slogan for the urban young-adult audience: “From Barn to Block — Boots That Go Everywhere.”
- Notes: keeps the brand’s heritage nod (“Barn”) while signaling city use (“Block”), positioning the boot as versatile fashion + function.
Deliverable summary
- Included: target market analysis for the chosen Ariat ad (age, gender, income, lifestyle, buying behavior), answer to how the ad would change for a different audience, and a rewritten slogan tailored to that new audience.
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