Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 37

Choose two of the following companies. Examine the company's Web site to determine what segmentation strategy the firm uses. Describe the intended target market for the Web site. What communication objective(s) do you think the company is trying to accomplish What product-positioning strategy is being used Explain your responses.
a. Sports Spectrum Greeting Cards (www.sportsgreetingcards. com)
b. Ty Beanie Babies (www.ty.com)
c. Sara Lee (www.saralee.com)
d. Skeeter boats (www.skeeterboats.com)
e. Gold Bond (www.goldbond.com)