Contemporary Marketing, 2013 Update 15th Edition by Louis Boone ,David Kurtz

Exercise 1

Marketers are making a new pitch to men-at the risk of political incorrectness. Marketers for firms such as Unilever and Wendy's were frustrated at their inability to reach young male consumers with their messages. After searching for clues about what this crowd likes, these firms created marketing campaigns designed to grab their attention-perhaps at the expense of other consumers. Some advertising is designed to appeal to "bad boy" attitudes, lowbrow humor, and sex.
What are some of the pitfalls of this kind of segmentation?