R E S E ARCH
What’s The Point? Kinect is a motion-sensing input device by Microsoft for the Xbox 360 video game console and Windows PC. Xbox would like to expand their market to include a senior audience. What Does Xbox want to say? The most effective means of fostering consumers to purchase a product is to illustrate how it benefits them directly. Xbox 360 Kinect has benefits for people of all ages and it’s easy to use because you are the controller. In order to gain the attention of a senior audience, it is important to publicize research and studies that are already being done to show the strides that the device is making in the medical world. Xbox wants to use the Kinect to empower senior citizens thus allowing them to “take back their independence!” By using the Kinect, our more mature audience can increase their mobility, physicality, and general health; not to mention that it is a great way to stay connected to their children and grandchildren.
How will success be measured? Measuring success of an advertising campaign is not cut and dry, but below are some ways in which we can gauge the success of this promotional campaign: • Comparison of sales before and after the campaign takes place. • In print ads, include a coupon that is for the senior audience or anyone that is purchasing the system for a mature consumer. • Offer an incentive for senior consumers to come in and purchase with verification of their age to receive an additional discount.
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