The document provides information for creating an advert for a pair of trainers targeted towards teenagers. It includes details on determining the target audience such as carrying out a questionnaire. The questionnaire findings showed that style, quality and price were important factors for teenagers. Advertising techniques that appeal to teenagers like humour and celebrity endorsements are discussed. The document also includes sections on developing a unique selling point for the trainers and creating a mood board representing the target audience.

1. Graveney Students
Trainers Adverts:
Examples of Completed
Research & Planning

3. Which of the demographic group does the majority of your target
audience fall into and, how do you plan to appeal to them. Also,
produce a mood board that best represents your target audience
•I will be appealing to a female, student
demographic. I plan to use emotions to appeal to
them.
•My psychographic will be aspires as my product
will appeal to them because its about being cool,
being in with it, about being attractive
•It will be appealing to them because it will
reflect their lifestyle.
•My product will appeal to their need for attention
aand prominence

4. Mood board that best represents your
target audience

5. Now that you’ve studied real and past examples of
trainers adverts, make a list of do’s and don’t’s
• Do make sure the product is in clear
display in the advert
• DON'T be a copycat and use someone
else's idea for a product or service without
their knowledge and approval.
• DON’T make it misleading to the
audience

6. Now that you’ve studied real and past examples of
trainers adverts, make a list of do’s and don’t’s
• Do make sure the product is in clear
display in the advert
• DON'T be a copycat and use someone
else's idea for a product or service without
their knowledge and approval.
• DON’T make it misleading to the
audience

7. Mood board that best represents your
target audience

8. Logo - https://www.graphicsprings.com/start-your-
logo

9. Practice Photoshop

10. Model Name
I have chosen the model name: Street BLADE. The word, “Blade,” gives off a
feeling of edginess and connotes danger, agility and sharpness. This links well
with the theme of the product, a sports trainer. It suggests that the shoe is
powerful and swift and good at what it does. As well of this, a sense of
competition is highlighted in the word, “Blade.” It shows that this specific
trainer is better than any other opposition.
However, I have also considered using the name: Street ARROW. The name
connotes rapidness and focus and links to the words, “Bolt,” and, “Dart,”
which also highlight great speed. As well as this, the idea that the product will
allow you to achieve your full potential and match the speed of an arrow, is
sold. Once again, this links well with the product of a sports trainer,
displaying what it can do for you.

11. Target Audience
The target audience and demographics I have chosen to appeal to, are 17-25 year
old males and females. This is because I feel that there are many different and
effective ways of advertising and satisfying the needs of the age group. As well as
this, the more mature audience will be able to understand a more complex and
meaningful advert, which would allow me to use a range of techniques e.g.
enigma, shock, selling the idea etc. that would not usually appeal to younger
people. A more atmospheric advert can be created rather than something simple.

12. Questionnaire
To understand which age-group you are asking.
Provides and idea of what the advert and product
could include
Understand whether the group are interested in the
product.
Tells you which type of advert to create.
Set price of product- if needed.
Helps in deciding what type of trainer to advertise.

13. Logos
Road links with the idea of a
street.
Color matches the product but
also connotes: royalty, danger,
luxury,
Horse represents speed and agility;
sells the idea of the product. Could
be swapped with a different animal
e.g. cheetah, which links more to
the product and its theme

14. Maslow Hierarchy Of Needs
Esteem Needs:
I feel that my advert and product needs to satisfy the needs of
the targeted audience. It should bring them a feeling of
confidence and achievement, mostly in sports as it is a sports
trainer. As well as this, it is for people who respect others and
are respected by others. Once again, because it is a sports
trainer, there are many athletic idols that people can look up to
and many ordinary people (friends, family, children etc.) who
look up to them.
However, it can also be argued that the avert and product
meets the Self-Actualization needs; because audiences are
feeling the sense of achievement, they have reached the best
of their ability and are at the top of their game.

15. Practice Shots

16. Target Audience Who is my target audience and why have I chosen them? Having carried a
questionnaire, what have I learnt about what my target audiences look for/ consider when
buying a new pair of trainers and what have I learnt about which advertising techniques my
target audience finds most appealing?
- My target audience are young people aged 13 to 19, of unisex demographics. I
have chosen to base my advert with this target audience as it is an age I can
personally relate with, and it is easier for me to be able to know what appeals to
the audience, as I am in between the age range. I also have access to people
between the age range, meaning all the ideas I come up with will be based on the
opinions of the public, and what they think would work, and what wouldn’t work.
- My target audience are likely to be aspirers, meaning they are more into a good
design or packaging than the actual aspects of the trainers. They tend to seek
status and to look and feel good and are normally more into good packaging
rather than the actual product. What they may find appealing is to know that the
trainers are very stylish and ‘within the era’. This is because they will most likely
want to catch up with the trend as they like to follow the crowd.
- Advertising techniques such as targeting the needs of the audience will be the
most effective and appealing, as it will be something they can relate to, such as
the need for prominence.

17. Model name of “Streets”
• The model name I have decided to go with is Stomp. This is because ‘Stomp’ has
the connotations of: galumph, barge, plod, pound.. Which suggest the shoes have
an attitude and are loud, demanding to be worn/bought. It thrives for attention,
and is also the name of a rhythmic stamping jazz dance, which convey the fact that
if you wear them, you will feel full of life/lively.
• Many teenagers will be able to relate with this ‘within-the-era’ choice of name as
‘Stomp’ is a word that is used very often within this modern society. The main
target is to be able to appeal to the target audience, so it is important to be able
to interpret their language and use it to make a brand that they will eventually
love and adore.

18. Which advertising techniques do I I plan to use and why?
• Demonstration: models wearing the trainers. This is so the audience know what is
being advertised when they see the advert and so that they don’t get confused
with what item is being advertised. The technique ‘demonstration’ allows the
audience to be able to easily recognize what is being advertised, without having to
make inaccurate assumptions on what the product may be.
• Emotive language: will have an affect on the audience. People will also link the
positive connotations of the advert to the brand (such as the enlightening
anchorage etc.), which may then create an attraction to the product . This is
because the feelings and the emotions may give them an affection towards the
brand.

19. How Has My own Survey Results Impacted On My Plans?
• The colours blue, white and black were the most popular choice of colour for
trainers when I carried out my survey between 5 boys and 5 girls. Therefore I will
be including these colours in either my final advert or my actual pair of edited
trainers
• What the surveys told me was that the target audience didn’t like it if the
information on the advert for the trainers were too over-exxagerated/ overhyped
or too much text/information that was irelevant as it is time wasting and
discourages them to look at the advert. This has impacted as I will now not include
too much information in my advert
• On average, most people thought style was the most important aspect in trainers
when I carried out my survey, meaning I will now focus more on the style of the
trainers when I edit them, and make sure the shot of the trainers is appealing to
my target audience

20. Mood Board of My Audience

21. Unique selling point of the trainers (UPS) (please brainstorm) Overall I believe my
USP will appeal to my target audience and possibly secondary audience because?
Unique Selling Point:
• They are extra lightweight
• They are non slip trainers, meaning there is extra grip on the soles and the bottom of the
trainers to ensure a non-slip experience even when there is a wet surface
• Made out of sensory materials which will adapt to the weather when necessary- such as
when the weather is hot, the trainers will be cool, and when the weather is cold, the trainers
will give out warmth
• Suitable for anything- leisure, sports, running
• Very trendy style and in season

22. A copy of my questionnaire

23. The Maslow Hierarchy of Needs
The needs of my audience:
Need for affiliation- the largest number of ads use this approach: are you looking for
appreciation from your friends to be liked and be crowned style icon? Advertisers can also
use this negatively, to make you worry that you’ll lose friends if you don’t purchase the pair
of the trainers
Need for prominence- the audience want to be admired and respected, to have high social
status
Need for attention- audience want to be noticed and to be looked at
Aspirers seek attractive packaging more than the actual
product. This means they will only notice the cover, and not
bother what the actual contents are. They are also easily
influenced by the latest trends, and generally suffer from peer
pressure.

24. Who is my target audience and why have I chosen them? Having carried a questionnaire,
what have I learnt about what my target audiences look for/ consider when buying a new
pair of trainers and what have I learnt about which advertising techniques my target
audience finds most appealing? Please upload a a copy of your questionnaire
• My primary target audience is between the ages of 13-19. choosing this I believe I
will be able to relate the target audience to my own age and the needs and wants
they have.
• Teenagers are often prone to peer pressure, forced to purchase the latest and
best football boots and through the use of celebrity endorsement I will be able to
associate the advert with this.
• Therefore my questionnaire is revolved around the above:
• When buying football boots what do you look for?
Comfort? Style? The latest? Celebrities that have used it?
Other?
• Who's your favourite football player?
Ronaldo? Messi? Ibrahimovic? Other?
• What type of colour’s do you look for on football boots?
Vibrant? Dark? Multicoloured?
• How much money do you spend usually on football boots?
£20 or less? £21-40 £41-60? £61-80? £80 or more?
• What type of football player would you choose to be?
Goal scorer? Playmaker? Team player? Other?

25. • I plan to use celebrity endorsement of a football player to appeal to the consumer.
Through the use of my questionnaire I will discover a minority of my target
audience’s favourite player. Using this I will appeal to them as linking the product
to this football player reinforces the high quality of the product and also
expressing if you purchase the product you are also a high quality football player
• Endorse large font, in order of the consumer recognition of the product
name/brand
• link the font style to the advertising am to reinforce the target market
• use of vibrant colours of the product to make it stand out, in contrast to the dark
colours of the background
• through the advert depict the psychographic of the target market/consumer.
• life style appeal is displayed in the advert
• large scale of product to reinforce it’s the main focus of the advert
• slogan.
Which advertising techniques do I I plan to use and why?

26. Mood Board of My Audience

27. Now that you’ve studied real and past examples of trainers adverts, make a list
of do’s and don’t’s
• Do’s
– Symbolizes the products of high quality through the advert
– ensure the main focus of the advert is the the product when looking at it
– produce the trainers of a large size so the consumer can fully see the product
– change the logo on the product to your own
– ensure the product name links to the advert
– celebrity endorsement to highlight quality of product
– link the font style to the target market
– endorse large font size of the product name/brand for recognition
– use of advertising techniques
• Don’ts
– Don’t use vibrant colours in the background, as this draws away the focus of the
product
– produce the trainers of a small scale
– keeping the original logo on the product
– Not associating the product with the advert
– use no advertising techniques
– use of small font so that consumer can’t see the product name/brand

28. What did I ask?
1. What is the most important thing you look for when buying
trainers?
2. What colours are most appealing in a trainers advert
3. What advertising techniques are most appealing?
4. Do you prefer simple or complicated adverts?
5. What colour scheme is most appealing
6. Do you find the writing important?
7. How often do you buy shoes?
8. What are you favourite colours?
9. What is your favourite season?
10. What’s your favourtie she brand?
11. Which slogan is most appealing?
12. What makes you want to buy new trainers?
13. What appeals to you most when buying trainers?
14. What do you focus on when looking at an advert?

29. Unique Selling Point
USP:
•High Quality
•affordable
•Style (Colour etc)
•Uniqueness
•Good quality
•Everyone wants it
•Creative
Overall my USP will appeal to my target audience and secondary audience as it
is high in quality but not to expensive.

30. Who is my target audience and why have I chosen them? Having carried a questionnaire,
what have I learnt about what my target audiences look for/ consider when buying a new
pair of trainers and what have I learnt about which advertising techniques my target
audience finds most appealing? Please upload a a copy of your questionnaire
• My target audience are teens between 13-19
year olds, and I have chosen them because they
long to fit in and be cool. Older generations don’t
care as much for new products because there
isn’t that need for recognition or to be part of a
popular group or movement.
• Young adult also respond well to humour so that
could be a technique I could use in my advert.

31. Having carried out secondary research, what useful information have you found
out and how these findings influenced you decisions.? (Remember to say where
you got your info from
• I have found that it is easy to target teens because they
have many insecurities and also have the strongest
desire to fit in out of all of the other groups.
• Teens believe they are buying an image and a lifestyle,
not a product
• Teens are the largest consumer demographic
• They have money that can be spent on luxuries that
aren’t necessary
• if a teen is attracted to a brand at a young age,
they will continue to shop that specific brand for the rest
of their lives.