Scenario 10-6
Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.
-(Scenario 10-6)Target managers decide to run magazine ads with very few words,focusing on visuals of the Target logo (the recognizable red ball)and high-end goods sold in their stores.Target is attempting to use an efficient communication that sends a message at a glance,in the form of:
A) image ads.
B) demonstration ads.
C) point-of-purchase ads.
D) comparison ads.

Question

Scenario 10-6
Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores. They have already expanded the products and brands they offer to include reasonably priced items by modern design masters. Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages. Most of the advertising budget will be directed to ads in regional luxury magazines, which, research shows, are frequently read by affluent individuals.
-(Scenario 10-6)Target managers decide to run magazine ads with very few words,focusing on visuals of the Target logo (the recognizable red ball)and high-end goods sold in their stores.Target is attempting to use an efficient communication that sends a message at a glance,in the form of: 
A) image ads. 
B) demonstration ads. 
C) point-of-purchase ads. 
D) comparison ads.

Quizplus · Accepted Answer

The scenario describes the use of visuals, specifically the Target logo and high-end goods, as the focus of the advertising campaign. This is characteristic of image ads, which rely on striking visuals to immediately communicate the message to the viewer. Additionally, the scenario mentions the goal of sending "a message at a glance," which further supports image ads as the best choice. Demonstration ads typically focus on showing how a product works or its benefits, point-of-purchase ads are placed in-store and promote a specific product or deal, and comparison ads show how one brand or product is superior to another.

Scenario 10-6 Facing Stiff Competition from Walmart and K-Mart, Executives for Target