• Identify two possible targets for them and write a 1-page target description for each of two targets by answering the 5 questions listed for each.
• Note that no need for any extensive research on your targets to complete this exercise, but a brief online search to uncover some basic information about potential pet-owner targets and/or do some informal research among friends and family to gain some insights.

Your objective is to enhance the advertising efforts by coming up with some PR and social media strategies and tactics to get the media and online bloggers talking about Pet Smart and to help drive them into the stores. 

Some secondary research about the pet industry includes the following: 

The pet industry is booming – Pet owners spend more than $40 billion a year on their four-legged, finned, furry and feathered friends – more than the GNP of all but 64 countries – and a figure that’s doubled in the past decade. 

More and more newspapers, magazines and national Websites – including New York Newsday, the Chicago Tribune, the New York Post, MSNBC.com and Prevention – have reporters and columnists dedicated to all things pets. 

Americans now have twice as many dogs and cats as kids. 

Almost two-thirds of all U.S. households own at least one pet. 

More companies – from Paul Mitchell to Harley-Davidson – are launching product lines dedicated to pets. 

More than half of all pet owners buy their pets holiday gifts.