Creating an Advert: Research

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 I am creating a campaign for breast cancer . In this post I will be looking at my target market which will be both Generation X and baby boomers. I will be looking at their behaviour habits and how they generally respond to ads. 

Baby boomers being the oldest and most populous generation would still have traditional ways of consuming adverts like newspapers, magazines and radios but seeing as we're also in the 21st century and the age of technology, one would assume that they also consume through the televisions and social media apps (mainly Facebook) as well. Even though baby boomers are catching up with technology, a lot of adverts may not influence them as they may feel underrepresented in media. "As a result of a hyper-focus on remaining relevant with the ‘right’ consumers, marketers are leaving older generations behind" (Harlow: 2023)

 

 
 
Overlooked and Understudied 

 

On the other hand Generation X is the smallest generation right between the baby boomers and the millennials. This would mean they are sort of the balance of how the two generations consume media. This means they would typically still consume media through magazines and the TV but are also digitally adept and would most likely have social media accounts like Facebook and Instagram but not really on the others such as Tiktok and Snapchat which you would mainly see with Gen Z and millennials. Generation X are more likely to purchase things they need and appeal more to authenticity and things they can relate to. “Generation X is uniquely positioned. They know what they want and what they like and most importantly who they are. Recognizing this creates an opportunity for marketers to appeal to this population with a genuine and realistic campaign that Gen Xers can identify with.” (Stagaman: 2012)


My advert is about breast cancer. As breast cancer is something that mainly affects women of both Generation X and boomers; ''Approximately half of breast cancers develop in women who have no identifiable breast cancer risk factor other than gender (female) and age (over 40 years). '' (World Health Organization: 2023), this kind of advert would be something that will appeal to them more. This also means that women in Generation X and boomers are more likely to pay attention to my advert and even take action. Despite being the most common cancer in the UK, according to the YouGov survey done in 2021 shows that at least one in five women haven’t checked for signs of breast cancer in the last year.

 

The advert I created contains simple information and not too much over the top graphics allowing it to deliver its message easily and harmlessly. Like a soft blow, which I think will appeal to my audience all in all.


References

World Health Organization (2023). Breast cancer. [online] World Health Organization. Available at: https://www.who.int/news-room/fact-sheets/detail/breast-cancer [Accessed 20 Jan. 2024].

Harlow, S. (2023). It’s time for marketers to talk to baby boomers | WARC. [online] www.warc.com. Available at: https://www.warc.com/newsandopinion/opinion/its-time-for-marketers-to-talk-to-baby-boomers/en-gb/6446 [Accessed 20 Jan. 2024].

Stagaman, J. (2012). Newswire | Reaching Generation X: Authenticity in Advertising. [online] Nielsen. Available at: https://www.nielsen.com/insights/2012/reaching-generation-x-authenticity-in-advertising/ [Accessed 20 Jan. 2024].

Ibbetson, C. (2021). At least one in five women haven’t checked for signs of breast cancer in the last year | YouGov. [online] yougov.co.uk. Available at: https://yougov.co.uk/health/articles/39088-least-one-five-women-havent-checked-signs-breast-c [Accessed 20 Jan. 2024].



Comments

  1. Zoe Van-de-VeldeJanuary 21, 2024 at 11:11 AM

    Well done you have got the right idea here and you are targeting the right people through your research. Good use of citation and references

    ReplyDelete

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