This is imperative for effective advertising communicationii. The medium that has been used for the Clinique advert is print medium - Cosmopolitan magazine. Cosmopolitan is a popular magazine for women between the ages of 18 to 45. They mainly feature topics such as self grooming, sex, relationships and celebrity gossip. This is an ideal medium for conveying Cliniques message as Cosmopolitan is widely read by the consumer group that Clinique wants to target. This print media is also suitable for the target audience because women who have busy lifestyles due to work, family or relationships tend to find relief from browsing through magazines in search of solutions to their lifes little problems and issues. It is the time for thinking, and planning. By including an advert in such a magazine, Clinique catches the attention of the thinking reader, hence the long and explanatory copy.
In advertising, understanding the need of the target audience is important to position the product and its message.iii The target audience seems to be older women between the age bracket of 30 years and 45 years who are undergoing the aging process and in need of staying young. Since they lead a busy life perhaps working or caring for a busy family, they look for a daily skin care solution which is easy to use yet achieve the desired effect of having "newborn skin, head to toe".
Cliniques positioning is to identify Turnaround attributes with the target audiences desire to "improve skin of all types and tones". Since no price is mentioned, the researcher assumes that the product is expensive. Instead, Clinique wants to focus on what women want most out of a daily cream. They want to position their Turnaround cream as the ultimate solution for women who want to keep their skin "healthy looking", make them feel "young" and look "radiant" upon application.
The objectives of the campaign are to extend its Turnaround brand, and make Clinique the authority