Nuclear Power Advertisements For this assignment, we were asked to create a series of three advertisements for Xcel energy that would speak to consumers in specific ways. The first ad we were asked to create was a throwback to classic monster movies. The second linked nuclear power's safety record with that of the U.S. Navy and their nuclear powered submarines. Finally, the last advertisement was designed as a feel good message to advocate the safety and cleanliness of nuclear power. The creative brief to accompany these preliminary ads can be found by following the link below. Who is our target audience? Our target audience is baby boomers who are politically and environmentally conscious. We want to target this demographic in pursuit to change their negative perceptions about the construction of new nuclear power plants. What are we selling our target? What we are trying to sell to our target audience is that nuclear power plants are energy efficient. We are selling a piece of mind, security, and the idea of reliability. We want to sell to our target audience the idea that it is safe and that it will benefit the future of generations to come. The industry’s commitment to the environment extends to protecting wildlife and their habitats. What is the most important thing we want to tell our target about our product? The most important thing that we want to tell our target audience about our product is that it is a safe alternative. The construction of new power plants is sustainable. Nuclear energy is America’s largest source of clean air, carbon free electricity, producing no green house gases or air pollutants. How does this benefit the target? This benefits the target audience because not only is it sustainable for them but for the future to come. Baby Boomers are the generation about making life better for their kids and generations to come. By supporting the construction of new power plants, it is helping to make life easier for their children and the future. Is this benefit unique to our product or could competitors say the same thing? This benefit is unique in the angle that we are taking to advertise it to our target audience. Other competitors could say the same thing, but if we can implement a strategic campaign and inform our target audience of our benefit then we will gain an upper hand on the competition. Xcel is one of the dominate forces in the market share for electric companies. This gives them competitive advantage for their benefit because it is a trusted name amongst the public. Is this benefit new? This is not a new benefit. Nuclear power plants have been implemented for a while and have provided an alternative power source. The different benefit comes with being responsible and safe with nuclear power. Will our target market believe our message or do we have to overcome some negative perceptions? Our target audience will have a hard time believing our message because they already have a negative idea about nuclear power plants because of popular myths. Some negative perceptions were created by old movies that claim people will mutate from the exposure of radioactivity, a belief that nuclear energy is harmful, and that it can increase the risk of cancer. Environmentally conscious people may also argue that the bi-products from nuclear power plants will harm the environment and human beings. What supplemental points do we want to make about our products? Supplemental points that we want to make are that nuclear energy is low cost, energy efficient, and environmentally sustainable. Nuclear energy is a viable option where as wind solar power is not yet. What action do we want our target to take? We want our target audience to support the construction of new nuclear power plants and to write letters to their congress(wo)men to support it. One more thing: Excel was awarded Governor’s Safety Excellent Award. |
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