DEFINING A TARGET AUDIENCE PROFILE FOR SMART CAR
Advertising Assignment Fall 2006
Background:
Daimler Chrysler Mercedes (DC) has received rave reviews of its Smart Car in
Europe and the United Kingdom. This little pepster parks in the smallest spaces
and sips tiny amounts of gas. Its cultish popularity has launched chat groups,
owner websites and a range of smart car clothing.
In light of increasing fuel prices in the US and Canada, Daimler-Chrysler brought
the smart car to North America in 2004
As a preliminary step in the communications program, DC has asked your
agency to prepare a Target Audience Profile. You don’t have a lot of time to wait
for an agency briefing from the UK so you need to conduct a research review on
your own. You can easily find more information by entering "smart car" in
Google. Use the Ebsco search library to do competitive intelligence research on
the smart Car.
Written Assignment
Analyzing car segments is a complex task. There are many target audience and
product concept profile factors that you segment on and use in your profile Below
is a logical 3 step process to help synthesize your info.
1) Write a Checklist
Write a list of all the potential profile characteristics that you might consider. Use
the Sauve example on Steve’s website (TAP Profile 2)
Organize the factors in a formatted Excel template (see GL’s TAP Template
and the TAP checklist tab).
2) Create a Target Template for an Important Audience Segment
Choose one of the key factors and create a relevant segment name and write a
detailed Target Audience Profile with narrative, key facts and hot buttons.
3) Write a One Page Memo
Using proper memo format, explain to your Creative Director (Geoff Linton), why
this segment was selected. Refer to the checklist and TAP template as
Appendices.
Due Date:
The completed assignment is due at the start of the Thursday class October 12th.
Some extra resources are listed below:
The Smart Car website ww.thesmart.co.uk
Also see Smart Car Commercial on Steve’s website
See the Generation 5 Mosaic segments in the library
21ab1b01-c948-40a1-8273-7878a5115af6.doc 10/26/2011
21ab1b01-c948-40a1-8273-7878a5115af6.doc 10/26/2011