Advertising Essay

Words: 1605
Pages: 7

Research Portfolio
Aveeno Daily Moisturising Lotion | | | | |

Contents 1. Introduction 5 2. Client Background 6 2.2 Product Offering 6 2.3 Direct and Indirect Competition 6 2.4 Positioning Against Competition 7 2.5 Unique Selling Proposition 7 2.6 Target Audience 7 Conclusion 9 References 10 Appendix 12

1. Introduction
The purpose of this report is to identify the direct and indirect competition of Aveeno’s Daily Moisturising Lotion, the positioning and the target audience, based on the scope of a full-page print advertisement found within the August 2015 edition of the Australian magazine, ‘The Woman’s Weekly’.

2. Client Background
The Aveeno brand is a subordinate brand
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This is represented in the prints advertisements for the product, which often contain information regarding the benefits of the use of this ingredient. The product is endorsed by the actor Jennifer Aniston, who promotes the beauty benefits of the trademarked Active Naturals ingredients in commercial advertisements (Daily Moisturizing Lotion with Jennifer Aniston | AVEENO® 2015). Therefore the brand maintains an image of health and, through their use of celebrity endorsement, pleasure.
2.6 Target Audience
The advertisement appears to be communicating its brand image of health and pleasure toward consumers in the 40-50 age group through the application of a celebrity in the same age group. As it is assumed that the consumer would identify with Jennifer Aniston, it can also perhaps be assumed that the target consumer would be a white female in the 40-50 age range. As the price of the product is not in the premium range, it appears that the working-class demographic would be added in order to fit the product into the consumer’s discretionary income (Gance, 2015). The relatable influence that such a celebrity endorsement might hold may result in secondary gender traits being associated with both the consumer and celebrity image (Wells et al, 2011).
Regarding Maslow’s hierarchy of needs and its application to relevant products, the brand image promoted by the brand