background, emphasizing the clothing as the selling feature. We decided to add the
tagline and store address below the logo in order for students to recognize the call-toaction as entering the store itself.
The call to action here is to find what “Pinnacle Girl” you are. This relates to the use
of unique styles and innovation Pinnacle offers its consumers. It is consistent with the
chalkboard aesthetics and uses three style descriptors to showcase each girl.
The three models are social influencers on Pepperdine campus. Each of these girls,
have their own colorful personalities and we wanted to illustrate that not only with
their outfits but with descriptors written in chalk around them. However different they
may be, they are laughing and smiling together, which communicates that community
feel and connection.
Viewers of this advertisement will recognize their peers and see that people of all
personalities can go find their own unique style at Pinnacle.
Effectiveness: We plan to run this ad towards the end of the campaign in April.
Because Currents is only released twice a semester, we wanted to create initial
awareness through our campaign and solidify exposure with this ad. The paper and
quality of the publication makes it a keepsake as opposed to the newspaper, which
can further impressions.
Specs:
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Image size: 8.5 x11 in.
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CPM= $350/5,000 people x 1,000= $70