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Title:
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Targeting Dads for Swiffer Cleaning Products: A Development of an Integrated Marketing Communication Plan
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Creator:
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Theberge, Rachel N.
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Subject:
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Thesis (M.F.A.) -- Advertising
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Subject:
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Savannah College of Art and Design -- Department of Advertising
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Rights:
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Copyright is retained by the authors or artists of items in this collection, or their descendants, as stipulated by United States copyright law.
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Abstract:
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The purpose of this thesis is to understand the psychographic of today’s modern dads in the
household and how to advertise directly to them. The goals of this investigation are to learn how
many dads are actually cleaning, what kind of advertising they prefer, and what messages and
tactics would be relevant. The marketing goal is getting them to use and become loyal to a
household cleaning product, in this paper specifically, the Swiffer Sweeper.
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Abstract:
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For years advertising has focused on targeting mom as the primary household cleaner and
purchaser of cleaning products, but in the modern age of 2012, dads are cooking, cleaning and
caring for children more than ever. With the finding that dads do not feel that ads in many
consumer goods categories speak to them, an Integrated Marketing Communication program was
created to specifically speak to them and only them.
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Publisher:
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Savannah, Georgia : Savannah College of Art and Design
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Date:
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2012-05
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Format:
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PDF : 80 p. : ill; WMV
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