The Big Idea

The idea of this advertising campaign is to expand the target market of Monster Energy from action sports to an everyday man. “An effective ad is driven by the underlying concern.” Ch. 5 pg.1 Landa R. Advertising by Design Every man would like to think of their life as if they were and action sports star so why not let them have that by just showing that from drinking a Monster Energy drink you are already on your way. “One can attain an advertising “sweet spot”—the most effective place to hit the audience with your marketing messages.” Ch.5 Pg. 2 Landa R. Advertsing by Design Monster has entered into this market by using their apparel to not just be for the action sports stars but by putting t-shirts and hats into malls for all people to get. It will be a good way to attract customers in a different way then what the competition is doing. So that other consumers will be able to understand what Monster Energy is a part of without them knowing fully. “To clarify, to make it easier to understand.” Ch.5 Pg. 13 Landa R. Advertising by Design. In order to know how to advertise the idea and who to you have to know how people and how your customer will react to certain advertising ideas and in everyday life. “We've known since Darwin that animals are basically machines for survival and reproduction; now we also know that animals achieve much of their survival and reproductive success through self-advertisement, self-marketing and self-promotion” Pg. 3 ch.5 Landa R. Advertising by Design