Ave.Ave.

Group 4Group 4Matt DrobyshMatt DrobyshShivani ParikhShivani Parikh

Kimberly FleschKimberly FleschTaylor VarcoTaylor VarcoKate KostalKate Kostal

Luiza AlbrechtLuiza AlbrechtMichael ChesterMichael Chester

Table of Contents

Client Proposal Agency Proposal Creation of the Ad Ad Challenges and Compromises: “Why we did what we did” Context Within Class

Historical ContextProduct Category

What Holt and Garfield have to say Discussion Q&A

Client ProposalClient Proposal

Client Proposal - ProductClient Proposal - Product

Product Choice: a mid to high end department store called Ave.

Nine different departments, including an extensive electronics section No grocery store or snack bar area No grocery store or snack bar area

Focus more on the quality, service, price, and style Focus more on the quality, service, price, and style The store will have a comfortable yet modern feelThe store will have a comfortable yet modern feel

Client Proposal - TargetClient Proposal - Target

Ave.’s primary target:Ave.’s primary target: Females 25-45, with a family focus and males 18-40Females 25-45, with a family focus and males 18-40 Secondary target: the niche markets for each department: Secondary target: the niche markets for each department:

clothes ~ younger females, extensive electronics ~ clothes ~ younger females, extensive electronics ~ teen/twenties males.teen/twenties males.

We chose the name because:We chose the name because: An abbreviation to “Ave.” from “Avenue” feels more An abbreviation to “Ave.” from “Avenue” feels more

masculinemasculine It’s more to the pointIt’s more to the point Phonetically refers to the audio visual side of the storePhonetically refers to the audio visual side of the store

Agency ProposalAgency Proposal

Agency Proposal - TargetAgency Proposal - Target

Client’s suggested target was too broad; Client’s suggested target was too broad; decided to segment the targetdecided to segment the target

Our segmented target: Males mid 20’s to early 40’s Rents or owns a home in urban location Up-to-date with modern technology, stylish

fashion, and overall top trends.

Agency Proposal – Media Agency Proposal – Media

GQ MagazineGQ Magazine Emphasizes male fashion, culture, styleEmphasizes male fashion, culture, style GQ’s Reach: GQ’s Reach:

25 to 34 year olds make up 38% of the readership 25 to 34 year olds make up 38% of the readership 29% of the readership is 35 to 49 years old29% of the readership is 35 to 49 years old

Agency Approach - HoltAgency Approach - Holt

Decide to place product in a “myth market”Decide to place product in a “myth market” Cultural Contradiction:Cultural Contradiction:

A paradox lies in that Americans still want their A paradox lies in that Americans still want their products sold at budget prices, while having a products sold at budget prices, while having a friendly, community-oriented shopping experiencefriendly, community-oriented shopping experience

Ave. will address this cultural contradiction Ave. will address this cultural contradiction through an emotional appeal in advertisingthrough an emotional appeal in advertising

Creation of the Creation of the AdAd

Creation of the Ad - CompromiseCreation of the Ad - Compromise

Client and Agency had conflicting target markets A decision was made to focus on males, mid 20’ s

to early 40’s, the same target used in the Agency Proposal

We brainstormed ideas for the ad with media, placement, art direction, copy and content

Creation of the Ad - BrainstormingCreation of the Ad - Brainstorming

Chose:Chose: Full-page, full color, one shot, print adFull-page, full color, one shot, print ad Alienation of female market discussedAlienation of female market discussed

Literal meaning and imagery of “Ave.” Literal meaning and imagery of “Ave.” incorporatedincorporated

Female market alienation was a major concernFemale market alienation was a major concern Compromise met, with respect towards the Compromise met, with respect towards the

main target and the undeniable female main target and the undeniable female influenceinfluence

The AdThe Ad

Challenges and Challenges and CompromisesCompromises

Challenges and Compromises - Challenges and Compromises - TargetTarget

The conflicting target markets were a concern Reasons:

Client: Females cannot be ignored Agency: Males have not been targeted yet

Agency used research and current product category advertising to push for their target

Challenges and Compromises - Challenges and Compromises - CreativeCreative

Each team member had different ad ideasEach team member had different ad ideas Ave. was defined more in terms of a creative Ave. was defined more in terms of a creative

brief:brief: ModernModern ConvenienceConvenience Neighborhood feelNeighborhood feel

Challenges and Compromises - Challenges and Compromises - CreativeCreative

The benefits were defined:The benefits were defined: Nine departmentsNine departments Electronics sectionElectronics section Price, quality, service, style emphasizedPrice, quality, service, style emphasized

The big idea developed:The big idea developed: Ave. is a store for both genders, where women Ave. is a store for both genders, where women and and

menmen can lose themselves while shopping, can lose themselves while shopping, something men previously were lackingsomething men previously were lacking

Challenges and Compromises – Challenges and Compromises – Rough DraftsRough Drafts

The logo and design of the ad went through The logo and design of the ad went through seven separate revisionsseven separate revisions

The decision to add more copy was discussedThe decision to add more copy was discussed Ultimately decided the media placement would Ultimately decided the media placement would

supplement excessive copysupplement excessive copy

Context Within Context Within ClassClass

Context Within Product CategoryContext Within Product Category

Service-oriented, department store category Various types of department stores – include:

Upscale (i.e. Neiman Marcus) Midscale (i.e. Macy’s) Discount (i.e. Wal-Mart)

Ave. falls into the midscale department store category

Context within Historical Context within Historical PerspectivePerspective

Paul Rand’s influence on Ave.’s logoPaul Rand’s influence on Ave.’s logo Combined visual and verbalCombined visual and verbal

Double entendreDouble entendre ““pair”pair”

Bill BernbachBill Bernbach Narrowing down the target audienceNarrowing down the target audience Ad layout: simple, white spaceAd layout: simple, white space

Context within Historical Context within Historical PerspectivePerspective

Inspired by Ohrbach’sInspired by Ohrbach’s Urban locationUrban location High fashion at low priceHigh fashion at low price

DDB’s creativityDDB’s creativity Print campaignPrint campaign Unique perspective to attract target marketUnique perspective to attract target market

Wanamaker’s Influence on Ave.Wanamaker’s Influence on Ave. John Powers’ copy style: truth in adsJohn Powers’ copy style: truth in ads

Where Ave stands with Garfield and Where Ave stands with Garfield and HoltHolt

Garfield would approve of us targeting an Garfield would approve of us targeting an intelligent consumer and relevant humor, but intelligent consumer and relevant humor, but would disagree with us using a never before would disagree with us using a never before used approachused approach

Holt would prefer us to use an iconic brand Holt would prefer us to use an iconic brand that addresses current social, political, or that addresses current social, political, or cultural timescultural times

Q&AQ&A