Question

An advertising company has been hired to create an advertisement for a new ecofriendly product aimed at young adults. Describe three important characteristics of the target audience that the company should keep in mind when designing the advertisement.

Answer 1

The company should keep in mind the following characteristics of the target audience:

1. Persuasibility/openness to change: Young adults who are more open-minded and flexible are easier to persuade. The advertisement should appeal to their curiosity and willingness to try new, ecofriendly options.
2. Self-esteem: Those with relatively low self-esteem and less confidence in their own opinions are more likely to be influenced by messages that show social approval (e.g., “people like you choose eco-friendly products”). The ad can link using the product with feeling confident and responsible.
3. Pre-existing attitudes and prejudices: If young adults already hold strong attitudes (positive or negative) about environmental issues or green products, these will affect attitude change. The advertisement should either build on existing pro-environment attitudes or carefully challenge misconceptions about eco-friendly products.