Branding and Advertising Strategy for FitBit Flex-2: Implications From Survey Research and Persuasion Theory

A robust audience profile informs advertising campaign
planning. The systematic research-in-progress
will reveal a rigorous audience profile for
FitBit-Flex 2, a wearable fitness tracking technology,
through secondary research using credible business
databases, the survey research method (e.g., consent form, questionnaire pre-test, convenience sampling,
personal distribution and pick-up), descriptive
statistics, and reliability assessment. The audience
profile will inform the campaign problem, campaign
objectives, and message strategy by revealing brand
concept elements and message tactics to convey.
Secondary research using FAU Library’s business
databases has revealed marketplace, environmental,
competitive conditions, and the audience’s
demographic, geographic, generational, and psychographic
characteristics. This basic profile will be enriched
by survey research using items extracted from
reliable and valid marketing scales. Motives, benefits,
product perceptions and preferences, relative
performance, lifestyle relevance, hedonistic pleasure,
and decision making strategies will be subjected to
measurement. Advertisements will be based on the
audience profile, persuasion theory, and creative
thinking techniques.