Thompson 1 Alexandra Thompson Professor McCain ADV 4101 29 October 2013 Focus Group Methodology For my research I sat

in the Student Union at the Office of Student Involvement and surveyed any random individual who walked in with a moment of time to spare. I surveyed 10 individuals total and the demographics of the group included both males and females from ages 18 to 55, all either African American, Caucasian, Italian, and Middle Eastern. This variety of age, sex, and race will be my center of focus for my target audience. I asked my subjects 3 questions. First I asked if they ate oysters. As a follow up, if they replied yes I asked how they ate them, if they replied no I asked why not. Last, I asked what they knew about oysters in general. Summary and Responses The responses that I received were not what I expected and showed two distinct similarities among those surveyed. Of the individuals surveyed, only 40% did not eat oysters, while the other 60% did. In addition to that, there were a variety of ways that people ate them. One similarity that I did notice from the responses collected from question 3 was that nearly all of those surveyed didnt have much knowledge of oysters, whether they ate them or not. For further information I asked each subject who was responsible for exposing or not exposing them to oysters. Those who did eat oysters said they ate them because their parents ate them. Similarly, those who did not eat them said they did not because their parents didnt. Thus, it can be inferred that childhood exposure to food played a great part in the consumption patterns of those surveyed. Conclusion After conducting my research, I have concluded that most people are aware that oysters exist, they just have not acquired much knowledge of them rather they have consumed them are not. In addition to that, it is this lack of exposure and experience with the seafood that has led individuals to either eat or not eat them. Thus, I have created a target demographic on individuals ages 25 to 34 with an overall lack of knowledge of what oysters are and how they can benefit you. Advertisement will play into the Egonomics trend by Faith Popcorn, which is about the people in my target demographic craving recognition of their individuality. By focusing on how consuming oysters makes one different from their parents, family, or upbringing, the ad will evoke the me-ness and differentiating characteristics highlighted in this trend.

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Oysters Creative Strategy Statement

Ad will target uninformed consumers of competing familiarized foods and display the broad advantages and uniqueness of consuming oysters. A unforgettable representation of the various benefits of eating oysters will convince them. Advertising Plan Key Fact: In a national survey, 79% of people over the age of 18 only eat the types of food their parents cooked in their household, and 70% were tired of eating the same old meals.

Advertising Problem: People have become accustom to consuming the foods they were raised on and they have not been exposed to oysters or their benefits.

Advertising Objective: To create awareness of oysters as an exclusive and individualized culinary option with multiple means of increasing wellbeing.

Target Consumers: 25 to 34 year old, men and women, white collar professionals, Egonomics, feel a strong need to try something new to differentiate themselves from those they surround themselves with.

Competition: typical family meals- (hamburgers, spaghetti, pizza, etc.), restaurants, fast food joints, other seafoods, peoples willingness to try new things.

Key Consumer Benefits: Consumers will be satisfied and appeased with the unique impression they give by eating oysters.

Support: print ad, outdoor, web banner, mobile/RSS

Tone Statement: playful and clever, relatable and thought provoking.

Mandatories and Limitations: $5 million for media, full-page color magazine, newspaper box ad, animated web banner, logo, slogan, URL, legal disclaimer

Thompson 3 Do you eat oysters? Adult White Male Young Adult White Female Young Adult Middle Eastern Female Young Adult Italian Male Yes Raw Yes, not actively No On crackers with hot sauce Too Sloppy Theyre slimy, in a shell, aphrodisiac, served on ice. They come from the ocean, same family as clams Young Adult White Male Yes Boiled They are mollusk, bivalve, digestive system in one way track, relative of the muscle Young Adult White Female Young Adult Black Male Adult Black Female Yes Fried and on the half shell No Wasnt Raised on them Nothing but theyre from the sea They form in the ocean, can be found near shoreline near rock formation. Can find pearls in them. Young Adult Black Male No Just never tried them Its seafood, they have shells Yes Boiled Yes Raw on crackers Come from all over the world They come in a shell If yes, how do you eat them? If no, why not? What