Tide - Audiences

Question 1

What is some social context during this time?

Answer 1

Although women were needed in the war - domestic products of 50s still aimed at female audiences

Question 2

What women were targeted by the advert?

Answer 2

Increasingly affluent lower-middle class women - more affluent due to consumer/baby boom/economical rise - rise of nuclear family (take pride in household)

Question 3

What was P & G’s assumption for this type of audience to be targeted?

Answer 3

Women = in need of innovative domestic technologies/products + women yearn for more hygienic/efficient lifestyle

Question 4

How were supermarkets and the consumer boom linked?

Answer 4

Stocked wider range of products - increased focus by co operations/branded goods

Question 5

Unique selling point

Answer 5

Marketing concept proposed as theory to explain pattern in successful ad campaigns (40s) - campaigns made unique propositions to consumers that convinced them to switch brands

Question 6

USP for tide

Answer 6

Worlds best cleaning product/excessive superlatives emphasises benefits (“only tide does all three”)/ still recognised as leading global brand - USP stood test of time

Question 7

Demographic

Answer 7

Statistical characteristic of human population divided into categories

Question 8

Who’s the audience demographic for Tide?

Answer 8

Middle class women who’ve adopted traditional suburban American ideology

Question 9

Which psychographic profilers link to tide?

Answer 9

Succeeders + aspirers