Magazine ads
Christina Nelson, Kellie Philpot, Cararob
Magazine Selection
To communicate effectively to the target audience, the magazine that
the advertisements will be printed in is Better Homes and Gardens. The
magazine has nine sections, including decorating, home improvement and
pets. The goal is to reach consumers who care about their homes and wish
to prevent any damage to furniture or décor.
As stated in the creative brief, the target consumer is a “busy bee.”
They are career-oriented people who spend a minimum of nine hours a day
outside of the house. They are most likely single and live alone, making
them the sole person responsible for taking care of their pets. They do not
have room in their schedule to make trips home during the day.
According to MRI data on fall 2013 pet owners, 22.4 percent of pet
owners read Better Homes and Gardens.
According to Better Homes and Gardens’ 2013 media kit, 73 percent of
readers are home owners. 20 percent of readers are between the ages of 18
and 34 years old. Of all readers, 67 percent have a household income of
$75,000 or more. 62 percent graduated from college and 56 percent are
employed. The total circulation of the magazine in 2013 was 7,624,505.
These statistics combine to represent the target audience of the campaign.
Theme Description
The theme of the three magazine advertisements is “the wall of shame.”
Each advertisement features real issues that arise when animals are left
indoors all day. These issues include torn up furniture, bathroom breaks
and uninvited visitors. The images serve to emphasize the humorous tone of
the advertisements.
“The wall of shame” can be interpreted in two ways. First, that the
shame should be directed to the pet that caused the issue while left
inside. Second, the shame be directed to the pet owner who could have
prevented the issue from arising by merely letting the pet outside.
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