In market class 8 (market research), we learnt that in bussiness it is very important to understand your customer. In marketing getting inside your head of your target audience and being able to attract their attention is invaluable. The marketing strategists at the Heart and Stroke Foundation were looking for a way to make learning CPR, a lifesaving procedure, more appealing to youth. The answer? Zombies. By appealing to the current trend of horror in today’s media, they are able to get their message across to an otherwise uninterested audience. Using different marketing strategies for different audiences is vital if a company wants to be noticed. This unorthodox commercial captivates the audience by almost tricking them into thinking the advertisement is a movie trailer for an upcoming blockbuster. Once the advertisement has the audience’s attention it is able to give important information to the listener which otherwise would be ignored. The Heart and Stroke Foundation was able to make sure this idea would work through market research before filming this expensive advertisement. Through focus groups they were able to prove that making this commercial was worthwhile. Market research is an invaluable tool when it comes to understanding how to pinpoint your audience.
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