level sports, or engage in extreme only use fitness centers on an ad hoc or endurance sports basis The firm is also unsure about what type of message they should communicate and the best way to present that message. To help them with their decision, they have constructed the following: Name of Segment Best Appeal/s and Message Best Source/s Looking Good Rational best equipment and staff Fitness Instructor – Sexual to look like this’? Real customer – ‘want Losing Weight Fear risks of being overweight Expert/doctor – Emotional care of yourself’ Actor (little overweight) – ‘take Just Surviving Two-sided that you’re older’ Real customer – ‘now Humor used to hate to work out’ celebrity – ‘I Among Friends Emotional you belong’ Actors (group of friends) – ‘where Humor having fun Staff and real customers – Pushing the Boundaries Rational become fitter/faster Spokesperson (face of firm) – Fear competitor trains here’ Actors (fit looking people) – ‘your And, of course, the firm hasn’t even considered the question of which media vehicles they should use. However, given their fairly limited budget, they are most likely restricted to: Radio advertising Local paper advertising Local cinema advertising Internet ads Shopping mall promotions Letterbox drops Billboards and buses
level sports, or engage in extreme or endurance sports only use fitness centers on an ad hoc basis The firm is also unsure about what type of message they should communicate and the best way to present that message. To help them with their decision, they have constructed the following: Name of Segment Best Appeal/s and Message Best Source/s Looking Good Rational – best equipment and staff Sexual – ‘want to look like this’? Fitness Instructor Real customer Losing Weight Fear – risks of being overweight Emotional – ‘take care of yourself’ Expert/doctor Actor (little overweight) Just Surviving Two-sided – ‘now that you’re older’ Humor – ‘I used to hate to work out’ Real customer celebrity Among Friends Emotional – ‘where you belong’ Humor – having fun Actors (group of friends) Staff and real customers Pushing the Boundaries Rational – become fitter/faster Fear – ‘your competitor trains here’ Spokesperson (face of firm) Actors (fit looking people) And, of course, the firm hasn’t even considered the question of which media vehicles they should use. However, given their fairly limited budget, they are most likely restricted to: Radio advertising Local paper advertising Local cinema advertising Internet ads Shopping mall promotions Letterbox drops Billboards and buses
try_it_out_4_worksheet.docx