1.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. Target Audience Target Audience and a Look at Gatorade ®

2.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. A Short History of Gatorade In 1965, team doctor Dana Shires and research In 1965, team doctor Dana Shires and research professor Robert Cade developed a carbohydrate and professor Robert Cade developed a carbohydrate and electrolyte drink they hoped would keep University electrolyte drink they hoped would keep University of Florida football players hydrated. of Florida football players hydrated. After using the new concoction, the Gators went 7-4 in After using the new concoction, the Gators went 7-4 in 1965, 9-2 in 1966, and won the Orange Bowl in 1967. 1965, 9-2 in 1966, and won the Orange Bowl in 1967. The players were convinced the Gatorade helped The players were convinced the Gatorade helped them to stay strong in the hot Florida sun, and turned them to stay strong in the hot Florida sun, and turned their losing season into a winning one. their losing season into a winning one.

3.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. Gatorade expanded its market in the 1970s to a variety Gatorade expanded its market in the 1970s to a variety of sports, both amateur and professional. of sports, both amateur and professional. In the 1980s, Gatorade established an exercise In the 1980s, Gatorade established an exercise physiology laboratory to study exercise, sports medicine physiology laboratory to study exercise, sports medicine and nutrition, and provide information for sports and and nutrition, and provide information for sports and health programs worldwide. health programs worldwide.

4.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. In 1991, Gatorade introduced the “Be Like Mike” commercial campaign using professional basketball player Michael Jordan. In 1991, Gatorade introduced the “Be Like Mike” commercial campaign using professional basketball player Michael Jordan. In 2001, Gatorade released Gatorade  Thirst Quencher, Gatorade  Energy Bar, Gatorade  Energy Drink, and Gatorade  Nutrition Shake. In 2001, Gatorade released Gatorade  Thirst Quencher, Gatorade  Energy Bar, Gatorade  Energy Drink, and Gatorade  Nutrition Shake.

5.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. What are the themes of Gatorade commercials today? What is the target audience of Gatorade products? How would you build a Gatorade commercial to appeal to the people in your town?

6.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. What is a target audience? A specified audience or group of people for whom a production is intended.

7.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. Define your target audience by addressing each of the following: SettingSetting TalentTalent Tone and DialogueTone and Dialogue MusicMusic

8.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. The time, place, environment, and surrounding circumstances of an event, story, play, etc. Settings to consider for a Gatorade commercial: Ages 7 to 14Ages 15 to 30Ages 31 to 45Over 45 School playground and gymnasium Soccer field Dance studio Little League baseball field Skateboard park School athletic fields and gymnasium College or professional athletic arena Commercial gym Running track Mountain bike trail Commercial gym Tennis court Aerobics room Biking trail Bowling alley YMCA Golf course Walking and hiking trail Stationary bicycle Swimming pool Setting

9.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. Ages 7 to 14Ages 15 to 30Ages 31 to 45Over 45 Gymnast Olympic skater Film celebrity Boys and girls next door All girls All boys Professional golfer College students Film celebrity Singer/ entertainer NASCAR driver Single people Families Married people Professional football player Out-of-shape accountant High school coach Recently retired celebrities Oarsman Professional golfer Professional coach Talent A collective term that includes people who appear in any type of program and people who provide narration for programs. What would you use to sell Gatorade? What talent would you use to sell Gatorade?

10.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. Tone and Dialogue Ages 7 to 14Ages 15 to 30Ages 31 to 45Over 45 Be like the “big kids” Be like Mom or Dad Grow strong Have fun exercising No limit to the possibilities Loud and boisterous “In your face” attitude Challenging and encouraging to win Achieve the goal of becoming a professional athlete Hang on to the glory years Exercise to maintain or enhance physical appearance Train smarter to maximize time and avoid injuries Develop new athletic skills and interests There is still an athlete in all of us who wants to train and workout The primary reason for exercise is to maintain physical and mental health Competition is with yourself Reflects the overall theme or concept of the commercial. Consider not only what is said, but how it is said through pace, inflection, articulation, and body language. Tone/dialogue considerations to sell Gatorade:

11.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. Music Ages 7 to 14Ages 15 to 30Ages 31 to 45Over 45 Teen pop Girl groups Boy groups Rap Hip-hop Heavy metal Top 40 Techno Rap Hip-hop Ska Progressive rock Industrial Country Punk Heavy metal Easy listening New age R&B/Soul Disco Latin jazz Funk Reggae Country Classic rock ‘n roll ’50s music Big band Beach music Classical Blues Disco Jazz Funk Reggae Helps set the tone and create a mood. It can be used to reinforce a commercial’s content or provide irony. What music would you use to sell Gatorade?

12.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. What does the age of the target audience have to do with the type of talent used in the commercial? What does the talent in a commercial have to do with the setting? What is the most important factor in helping to define a target audience? Why?

13.  Goodheart-Willcox Co., Inc.Permission granted to reproduce for educational use only. Online Resources Target Marketing Magazine www.targetmarketingmag.com Gatorade Sports Science Institute www.gssiweb.com