Question

Student Project CREATIVE CORNER Use the following creative brief for this exercise The Porsche can be driven every day for normal activities. It does not have to sit in the garage and be driven only on week ends. It has the newest technology and ca comfortably carry passengers. All ads must contain the Porsche logo. Message Theme: To change consumers view that the Porsche can be driven every day Objective: Constraints: 30- to 55-year-old consumers, slightly more male, college incomes of approximately $100,000 Psychographically, the targeted market is a group known as individualists. They tend not to buy mainstream products. In auto mobile selection, they place greater empha- sis on design elements, distinctiveness, and utility. Social status is important Market research found that potential Audience: e educated, with annual 5-36. As an account executive for an advertising agen annual cuss the creative brief in terms of the completeness of the information provided and whether the objective is realis- tic. What additional information should Porsche pro before a creative can begin working on the account S-37. The media planner for the Porsche account suggests a media plan consisting of cable television, print adve tising, internet ads, and network advertising on F Guy, CSI, Monday Night Football, Big Bang Theor, and American Idol. Evaluate this media plan in light the creative brief's objectives. Can these shows the target audience? What information does a cre and the account executive want from the media p ner before starting work on actual commercials Background formation: customers balked at the idea of buyinga of car just to sit around. When asked what kept them from driving the car every day they said, "I don't feel comfortable driving in city traffic. It doesn't have the technol lan- 5-38. Using the information provided in the creative bre gy that I need to manage my everyday life. It doesn't have space for passengers." prepare a magazine advertisement. Which magz might match the target audience? Why?

complete all aspects of the project