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Based on the communications elements shown for Blue Shield 65 Plus (ads, print material, etc.), answer the following. Explain your answers.

1. Describe the target market with which Blue Shield 65 Plus wants to communicate?

Blue Shield 65 Plus’ target market is the older age group of the population. It basically offers ride to and from your medical appointments. Judging from the brand name, it is directed towards those aged 65 and above.

2. What effect does Blue Shield 65 Plus want its communications to have on the target audience?

Blue Shield 65 Plus want their target audience to feel that with Blue Shield 65 Plus, they are taken care of. They will be brought to their medical appointments and back home. Sometimes, those aged 65 and above might need to ask their kids or relatives for a ride, but with Blue Shield 65 Plus, they don't need to anymore.

3. What is the message that will achieve the desired effect on its audience?

“Because nobody knows you like you.” It basically means that Blue Shield 65 Plus will cater to each and every person’s needs.

4. What means and media should Blue Shield 65 Plus use to reach the target audience with its message?

Blue Shield 65 Plus should use print ads, cross promotions, and TV ads. TV ads should be adjusted to shows that are directed towards older adults so it will reach the right target audience.

5. When should Blue Shield 65 Plus communicate with the target audience to ensure that it likely will reach them?

During daytime TV

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