One example of this would be a the image of a family standing around a BBQ with a father at the grill looking sternly out towards the reader utilizing a bold text indicating that home cooked is better than an expensive gourmet food (In this instance it would be advisable to choose a food which is notably elitist such as Foie Gras, or caviar).
Target audience: As it is the case that many family budgets are set by women and the advertisements will be hosted in Woman’s Day, Good Housekeeping, Family Circle, and Redbook (Predominantly female directed publications) the target audience would be women, with families that are relatively budget conscious. Typically homeowners, or renters with access to a yard.
The most important message: You don’t have to spend a lot of money to have a good time with your family and friends. As any person who attends bbq’s can tell you, it is the case that events hosted in the home can be as much (If not more) fun than an evening out at an expensive restaurant. From this perspective, the message can be achieved through humor. A final tag line should be given and an example of this would be “The Perfect Summer is brought to you by Webber”
Externalities: All of this marketing campaign rests on the idea that the company (Webber Grill Company) has the infrastructure and sales force available in order to meet the needs and demands of the consumer base. Moreover it is also important that the company is able to provide a quality product that consumers are willing to not only purchase but will overall satisfy the consumer