ADIDAS KANYE WEST KIM KARDASHIAN YEEZY BOOST 350

ADIDAS KANYE WEST KIM KARDASHIAN YEEZY BOOST 350 Marilyn Goodman

ADIDAS KANYE WEST KIM KARDASHIAN YEEZY BOOST 350 - $200 RELEASED NOVEMBER, 2015

TARGET MARKET The target market for the Yeezy Boost Moonrock 350 is fashion conscious women interested in style and comfort. The US footwear market is critical because it represents 40% sportswear sales, which included athletic footwear. The Moonrock will target women between the ages of 16 and 40 years old, with high expendable incomes. They live in urban areas and embrace active, on the go lifestyles. High expendable income is defined as households making more than $100, 000/year. These women are active, and participate in some type of health related activity at lease four times a week. They frequent Lulu Lemon and can be seen working out at Soul Cycle, and high end gyms. They work out in their active wear, and then can shop or go about their daily routines making a statement with their workout outfit. They are looking for unique shoe designs that embrace the latest technology available in the footwear industry. The target is smart, athletic and seeing the best quality in footwear. They appreciate the attention they will receive wearing Yeezy’s but refuse to sacrifice comfort and quality for the latest footwear ‘fad’. EDUCATED… Read. Know who

MESSAGE THEME Advertising is preparing a personal message that will be delivered over an impersonal medium. Designed to change or shape attitudes Remembered Lead to some type of short or long term action

POSSIBLE MESSAGE THEMES Prestige Story – possession of such items provides a status and sense of pride to holders Cars, jewelry, vacation, alcohol, sunglasses (channel) Comfort Story – possession of items brings comfortable life Fans, refrigerators, air conditioners, sheets, food Economy Story – sell products of value Health Story – possession of such items bring about a healthy body and lifestyle Beauty – cosmetics, soaps, perfumes Parental Affection – toys, ice cream, baby food, electronics Achievement – computers, clothing, jewelry, financial products Patriotism – made in the USA, Americana, Ford

HOW DOES THE MESSAGE THEME TIE INTO THE PERSONAL VALUE Personal Value – Self Fulfillment and Wisdom Health (secondary) possession of such items bring about a healthy body and lifestyle Explain How……

MESSAGE STRATEGY The message then can be created using a number of different message strategies, which is the primary tactic or approach used to deliver the message theme. Cognitive When rational arguments or pieces of information are presented to consumers Generic Preemptive USP Hyperbole Comparative ads Affective message strategies are designed to invoke feelings and emotions and match them with the product, service, or company (Resonance and Emotional) Conative Designed to lead more directly to some type of consumer behavior. (purchase)

MOONROCK MESSAGE STRATEGY Cognitive Unique Selling Point – The upper is constructed with an unlined Primeknit for a form fitting, sock-like feel and optimum breathability. It's enhanced by a sonic welded tape seam, heel pull tab, and a Clarino lining to keep you locked in. The branded arch supports are composed to premium suede, while an antimicrobial sock liner keeps things fresh and clean. For the sole, a full-length encapsulated Boost unit makes these one of the most comfortable rides available. Explain how this message strategy fits with the target market… Women are smart, they don’t want to pay $200 for a pair of athletic shoes to look pretty. They want to understand the technology behind show and have the facts be communicated, etc.

Cognitive Strategies • Awareness • Knowledge Affective Strategies • Liking • Preference • Conviction Conative Strategies • Actual Purchase

ADVERTISING APPEAL • Advertising approaches are the hooks companies use in ads to persuade customers. • Advertisers use appeal to influence a customer to purchase a product or support a cause. • Appeals speak to an individual’s need, wants or interest. Fear Humor Sex Music Rationality Emotions Scarcity

ADVERTISING APPEAL Rational Appeal §A rational appeal often follows the hierarchy of effects stages of awareness, knowledge, liking, preference, conviction, and purchase. §Rely on consumers actively processing the information presented in an advertisement. §Print media offers the best outlets for rational appeals, because they give the readers a greater opportunity to process copy information.

RATIONAL APPEAL Why this appeal…. . Why meaningful to target…. The target market want to be healthy. They live and active lifestyle and are searching for the tool to help them perform the best in whatever they take on… How does this appeal highlight the brand

EXECUTIONAL FRAMEWORK An executional framework is the manner in which an ad appeal is presented § Animation § Slice of life § Dramatization § Testimonial § Authoritative § Demonstration § Fantasy § Informative

EXECUTIONAL FRAMEWORK

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