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Branding and Advertising Strategy for FitBit Flex-2: Implications From Survey Research and Persuasion Theory

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Date Issued:
2017
Summary:
A robust audience profile informs advertising campaign planning. The systematic research-in-progress will reveal a rigorous audience profile for FitBit-Flex 2, a wearable fitness tracking technology, through secondary research using credible business databases, the survey research method (e.g., consent form, questionnaire pre-test, convenience sampling, personal distribution and pick-up), descriptive statistics, and reliability assessment. The audience profile will inform the campaign problem, campaign objectives, and message strategy by revealing brand concept elements and message tactics to convey. Secondary research using FAU Library’s business databases has revealed marketplace, environmental, competitive conditions, and the audience’s demographic, geographic, generational, and psychographic characteristics. This basic profile will be enriched by survey research using items extracted from reliable and valid marketing scales. Motives, benefits, product perceptions and preferences, relative performance, lifestyle relevance, hedonistic pleasure, and decision making strategies will be subjected to measurement. Advertisements will be based on the audience profile, persuasion theory, and creative thinking techniques.
Title: Branding and Advertising Strategy for FitBit Flex-2: Implications From Survey Research and Persuasion Theory.
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Name(s): Ayala, Andrea G.
Robinette, Devin N.
Lacerda, Rubens P.
Smith, Allen E.
Office of Undergraduate Research and Inquiry
Type of Resource: text
Genre: Poster
Date Created: 2017
Date Issued: 2017
Publisher: Florida Atlantic University
Place of Publication: Boca Raton, Florida
Physical Form: application/pdf
Extent: 1 p.
Language(s): English
Summary: A robust audience profile informs advertising campaign planning. The systematic research-in-progress will reveal a rigorous audience profile for FitBit-Flex 2, a wearable fitness tracking technology, through secondary research using credible business databases, the survey research method (e.g., consent form, questionnaire pre-test, convenience sampling, personal distribution and pick-up), descriptive statistics, and reliability assessment. The audience profile will inform the campaign problem, campaign objectives, and message strategy by revealing brand concept elements and message tactics to convey. Secondary research using FAU Library’s business databases has revealed marketplace, environmental, competitive conditions, and the audience’s demographic, geographic, generational, and psychographic characteristics. This basic profile will be enriched by survey research using items extracted from reliable and valid marketing scales. Motives, benefits, product perceptions and preferences, relative performance, lifestyle relevance, hedonistic pleasure, and decision making strategies will be subjected to measurement. Advertisements will be based on the audience profile, persuasion theory, and creative thinking techniques.
Identifier: FA00005612 (IID)
Subject(s): College students --Research --United States.
Held by: Florida Atlantic University Libraries
Sublocation: Digital Library
Persistent Link to This Record: http://purl.flvc.org/fau/fd/FA00005612
Restrictions on Access: Author retains rights.
Host Institution: FAU