jos adv target audience, research summary, and brief

8/18/2019 JoS ADV Target Audience, Research Summary, And Brief

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Research Summary

bout “The Joy of Sex”

Originally published in 1972 by Dr. Alex Comfort, “The Joy of Sex”offered an irresistible guide to helping couples maximize their

pleasure through physical intimacy. Revolutionizing how humans

experience sexuality, Comfort’s classic work empowered an entire

generation to crave sex as an erotic, passionate and exhilarating

expression of love. A complete revision by sex expert and

relationship psychologist Susan Quilliam includes updated

information on:

• Key scientific discoveries in the fields of psychology,

physiology and sexology

• The Internet and couple-friendly pornography

•

The importance of sex to our growth as people and partners• Maintaining a fulfilling sex life as we get older

Additionally, modern illustrations promise to captivate a new generation of readers.

Recognized as the world’s most trusted sex manual, the message resonates with a broad

audience seeking both happy and healthy sexuality in their lives.

Research

It is proven that regular sex is beneficial for human health. “It can satisfy all sorts of

emotional and physical intimacy needs and help partners stay close,” said Anita H.

Clayton, M.D., professor of psychiatry at the University of Virginia and author of

“Satisfaction: Women, Sex, and the Quest for Intimacy.”

Yet, research shows that 10 to 20 percent of romantic relationships in the United States

are “sexless”, according to Robert Epstein, PhD, research psychologist and founder and

director emeritus of the Cambridge Center for Behavioral Studies. Experts define this

term as having sex less than 10 times per year. Accounting for approximately 40 million

Americans, the need for increased levels of sexuality is widespread.

A major contributing factor to this low libido statistic is lack of time and energy. Trying

to balance more demanding schedules as a result of raising children can put a strain on

sexual desire.

However, with the effort and commitment of both partners, it is possible to rebuild andmaintain a vital sexual life. This will inevitably strengthen the overall relationship by

fostering a sense of closeness and connection.



Parenting recently teamed up with HLN’s Raising America with Kyra Phillips to poll and

discover why it is that parents are not having as much sex since they’ve had children.

30% stated that they believe that their partners are not pulling their weight around in

relationship, while another 66% said that their relationship with their kids is moreimportant than their relationship with their partner. The final responses were from

those who stated that the lack of sex was making them have a wandering eye (coming in

at 18%,) and finally with 6% saying they had an affair due to lack of intimacy. The chart

of statistics is stated.

“Not Your verage Marriage Counselor” Campaign

Our research has shown that a significant amount of parents have been experiencing a

strain on their intimacy. The Joy of Sex campaign is aiming to focus on lighting the spark

that has been dimmed out by the regular wears and tears of life and children.

Ultimately, the goal of The Joy of Sex campaign will be to encourage affection in the

bedroom with the help of this step-by-step manual. This goal will be driven strongly by

media. The choice of media(s) being used for The Joy of Sex campaign is magazine,

newspaper, web, and television. The use of television as a driver medium will help set

the campaign apart because parents are more likely to watch television at night once

their children have been put to bed. Television commercials will be placed during

primetime hours due to such factors.

Parenting and HLN Raising America Poll

partners do not pull weight at

home

relationship with children is

more important than

relationship with partner

eyes are straying

had an affair



Our Target Audience

A Neglected Romance

Jake and Stephanie have been married for 10 years. They have three children

ages four, six and nine. Jake works at an accounting firm as a CPA, and Stephanie has

recently been promoted to Assistant Principal at Dillon Elementary where her

children go. This couple is having trouble finding time for one another and are

experiencing intimacy issues. They can be found at soccer games, school functions

and grocery shopping at Publix. They have sex twice a month and can’t seem to find

time for one another.

You’re not going to find this couple at a club or having a romantic dinner on

the beach. They are too busy trying to juggle three kids, successful careers, and life’s

responsibilities. And even when the kids are asleep, and they think they have the

time, their four-year-old son Billy will crawl into bed with them in the middle of the

night. Days are long and nights are short. They are cruising through life and are

forgetting to stop, and take a moment. A moment where their eyes meet and they

remember the first time they met and the passion that started it all.



Creative Strategy Statement and Advertising Plan

Creative Strategy Statement

Ads will target sexually dormant parents and illustrate how The Joy of Sex will

rekindle their intimate relationships. An emotional demonstration of the benefits

from reading The Joy of Sex will convince them.

Advertising Plan

Key Fact: According to research, 10 to 20 percent of parents are in what experts call

a “sexless” marriage (having sex less than 10 time per year). This statistic accounts

for approximately 40 million people in the United States.

Advertising Problem: Many parents in America who struggle to find time for

intimacy in their relationship are unaware of the positive impact a healthy sex life

can have on their marriage.

Advertising Objective: To position The Joy of Sex as a method for couples to

improve overall intimacy levels within their relationship.

Target Consumers: Heterosexual couples with young children who have been

married between seven to 15 years and may be experiencing disconnect in their

relationship.

Competition: Marriage counselors, psychologists, couples retreats, relationship/sex

books and relationship/sex blogs.

Key Consumer Benefit : Consumers will experience intimate relations with their

partners and improve the longevity of their marriages.

Support : Full page, and full color magazine, quarter page newspaper, landing page,

TV.

Tone Statement : Informative, understanding and compassionate.

Mandatories and Limitations: Book title, author and slogan.

jos adv target audience, research summary, and brief

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