1. the physical item sitting on the top shelf rather what the item represents, what it conjures up in the buyers mind. Haig, M. 2013 2. PRODUCT Just Milk Just Milk Familiar Back to basics Purity 3. THREE KEY ELEMENTS Product Name Slogan Design of packaging 4. 1948 2014 5. 1948 2014 6. 1948 2014 7. TARGET AUDIENCE Age Gender Social class 8. AGE & GENDER 9. AGE & GENDER NO specific age group NO specific sex type Advertisement focuses on a range of ages and male & females 10. SOCIAL CLASS 11. SOCIAL CLASS Low to moderate income earners Not limited to this class solely 12. KCB101:MEDIA & COMMUNICATION TEXTS ASSIGNMENT 2 STORY BOARD STEPHANIE MCGRATH N9216090 & TALISSA SIGANTO N9148515