Creative Strategy Statement 

Ads will target men and women and will show that our book is a gift couples can share to enhance their sex life. Our seasonal approach will convince them to buy the book as a gift.

Advertising Plan 

Key Fact: Purchasing The Joy of Sex will enhance the quality of a couple’s sexual experiences. It is better to give and receive when it comes to sexual relationships. 

Ad Problem: Consumers don’t normally think of this product when they buy gifts. 

Ad Objective: Convince consumers that if they purchase our book for their significant other, they will get something out of it too. 

Target Consumer: Adults who are unhappy with their sex lives, couples looking for new ways to improve their sex lives, people who read on a regular basis 

Competition: Magazines, other books about sexual issues, instructional videos, Internet, TV, couples/sex counseling  

Key Consumer Benefit: Satisfaction, having a long-lasting resource 

Support: Magazine/Newspaper, Internet, TV  

Tone Statement: Informative, mature, tasteful, generous 

Mandatories/Limitations: Have a tasteful campaign, avoid sexual clichés, one page magazine, full page newspaper, logo and Web site must be on every medium, Web site must direct people to where book can be purchased.