Problem:
Envision that you run a highly successful tattoo and piercing parlor in a small West Coast city. You are fairly certain that between you and your key competitor, you have saturated your target audience of people in their teens and 20s. To grow your business, you need to reach a new market, and research has shown that men and women in their 30s (and even some in their 40s) are increasingly interested in body art, although only a small percentage have actually pursued tattoos or piercing (beyond the ears). Your goal is to develop an advertising strategy to reach this audience (e.g., comparative, testimonial, interactive, etc.) and to create the core creative message and strategy.