Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18- to 34-year-old males. The campaign only included one commercial, which featured a young man who had become crippled in a skydiving accident. While planning the campaign, Mary failed to recognize that:
A) 18- to 34-year-old males are not interested in medical insurance.
B) not all 18- to 34-year-old males share the same lifestyle.
C) television commercials are not effective for advertising medical insurance.
D) she should have also segmented based on ethnicity.

Question

Quizplus · Accepted Answer

Mary's campaign was unsuccessful because it assumed all individuals in the target demographic share the same interests and lifestyle, which is not the case. Effective marketing should recognize the diversity within target demographics.

Mary Designed an Unsuccessful Advertising Campaign for a Medical Insurance