1. Robert Fornkahl
Creative Brief: JCPenney’s
Advertising Problem
Problem Description: The problem for JCPenney is how to increase and keep the current customers
they have in the target audience of 25-34 year old women (JCPenney NSAC Case Study ).
Advertising Objective: The advertising objective is to generate brand loyalty for JCPenney, with
women 25 to 34 years of age.
Advertising Strategy: Instill brand preference for JCPenney among women 25 to 34 years of age.
Advertising Solution
Creative Objective: Create a connection between popular high-end fashion and the products that are
available at JCPenney.
Creative Strategy: Place an emphasis on the brands and fashion styles at JCPenney.
Target Audience
Audience Description: The audiences are women between the ages of 25 and 34, including single,
married, and with kids. JCPenney reports that the women who meet this criteria that shop at their stores
are primarily Caucasian or Asian. The target audience for the most part fit into the following categories:
college education, professional careers, middle class, achievers and ambitious consumers (How to
Market to the Overlooked 25-34-year-old Age Segments). They purchase based on the elements of
prestige, convenience, and price. They are also a market that is technically savvy allowing them to be
more aware of conditions than other consumers (25-34 Age Group).
Current Position: Our audience has mixed feelings about the store. The single part of the audience
doesn’t feel that JCPenney has the selection of style that the competitors have, to match what they feel is
fashionable. The married/family part of the audience feels that the prices are too high for their families,
and prefer to shop in stores that have more sales (Tapping the 25–34-Year-Old Consumer).
Features/Benefits for the Audience: The audience has attributed this view of JCPenney from the
years of going to JCPenney’s with their mothers and casting a view of store as more of an adult and
mature store, than a fun, young store in which they prefer to do their shopping.

2. Desired Action: Since we will be presenting JCPenney with the fashion and style as the prominent
feature, it will show that JCPenney is a store that women 25-34 can shop at to create a wardrobe that
will make them happy and stylish.
Major Selling Idea
Brand Insight: Recently JCPenney has introduced designer backed brands such as I ♥ Ronson, MNG
by Mango, and Allen B. JCPenney has also made a deal with Sephora, a cosmetics boutique, to add
their operations in 230 stores, with hopes of over 600 by 2015 (JCPenney NSAC Case Study ).
Consumer Insight: The majority of the target audience is looking for a line of apparel that looks like
what they see in fashion magazines and other popular media, as the new trendy, fashionable, modern
look. They are looking for a look along the lines of what J Crew or Banana Republic produce,
fashionable yet sophisticated (Tapping the 25–34-Year-Old Consumer).
Audience Description:
Mandatories
JCPenney’s hasn’t expressed any mandatories to be followed by the advertising campaign.
Works Cited
"25-34 Age Group." 2007. SlideShare. 9 Feburary 2011 <http://www.slideshare.net/Roobsa/25-34agegroup-
224641>.
"How to Market to the Overlooked 25-34-year-old Age Segments." 2011. Marketing Executive Digest. 9 Februray
2011 <http://www.marketing-execs.com/news/11-08/2.asp>.
"JCPenney NSAC Case Study ." 2010.
"Tapping the 25–34-Year-Old Consumer." 2004. ICSC RESEARCH QUARTERLY. 8 February 2011
<http://www.icsc.org/srch/rsrch/researchquarterly/winter0304/25-34.pdf>.