3. Number is too difficult to remember 60 seconds is too long Ad should appeal to men and women Does not create strong visual imagery Does not have strong enough emotional appeal

4. Motivate interest in the service Increase trial and repeat usage Position it as the preferred dating service

5. Single, never married men and women aged 25-35 who live in Saskatoon or within a 20 minute drive, work Monday – Friday, have at least some post-secondary education, and have very busy schedules.

6. Rekindle INTEREST in an emotional service (AIDA) Change perception from “dead” to “trendy and functional” Associate privacy, effectiveness and excitement with the Saskatoon Dateline versus other methods

7. To convince the target that the Saskatoon Dateline is an effective, confidential, fast, convenient and exciting way to meet other single men and women because the telephone is a private connection between people and the service simplifies the search for companionship by matching the user with someone he or she desires. The strategy will be based upon an involving, emotional appeal

8. Series of 5 30-second radio “soap-opera” style ads Ads will each function individually Will tie together People will become addicted and want to hear them all – it will be all the rage! Each ad will run for 3-4 days Make an easier way to remember the phone number – the best translation for the numbers is 1-888-41-HOT-WEB – plays on internet appeal

9. Barbara Wendy Wayne Drummond James