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making memories!Theory Assumptions and DirectionsMatching Ad Elements Branding Theory Go Pro is associated with high energy and activity. Made the main focus of the ad about outdoor activityCentral Route Provided specs on the cameraPeripheral Route In the call to action, to motivate the consumer to by the product and make them feel like they are missing out on every moment they do not have the product. Consistency The target audience is family oriented but adventurous, and techie, so the ad had to reflect that. Associating family vacations with adventure, showing the product will seamlessly fit into their lifestyle. Providing specs on the product. For this ad, I targeted “New Homesteaders” and used the branding theory, the central route, the peripheral route and consistency, to persuade the consumer to buy the Go Pro Hero 7. In the ad, I wanted to focus on the branding identification of Go Pro with the target audience. The book describes branding as a way, “to create a distinctive product image that is linked to favorable qualities (Gass and Seiter. 2013).” Go Pro has branded themselves as an