Contemporary Marketing 17th Edition by Louis Boone,David Kurtz

Exercise 22

Marketers are making a new pitch to men-at the risk of political incorrectness. Marketers for firms such as Unilever and Kmart were frustrated in their attempt 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.
Do you think these ads will be successful in the long run? Why or why not?