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)Another magazine ad designed for Target's new campaign shows a well-dressed shopper pushing her loaded Target cart to her Jaguar,showing satisfaction in the parking lot as she spots another consumer loading Target shopping bags into her Jaguar.Which objective is this ad hoping to achieve?
A) To instill brand preference
B) To change the actual experience through ad visuals
C) To situate the brand socially
D) To change behavior by inducing anxiety

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)Another magazine ad designed for Target's new campaign shows a well-dressed shopper pushing her loaded Target cart to her Jaguar,showing satisfaction in the parking lot as she spots another consumer loading Target shopping bags into her Jaguar.Which objective is this ad hoping to achieve? 
A) To instill brand preference 
B) To change the actual experience through ad visuals 
C) To situate the brand socially 
D) To change behavior by inducing anxiety

Quizplus · Accepted Answer

The ad is designed to situate the brand socially by portraying Target as a store where affluent individuals shop and find it satisfying to purchase affordable and stylish products. The use of a Jaguar in the ad also reinforces the idea that Target is a store where upscale consumers can shop for high-quality items. The ad is not trying to change the actual experience through visuals or induce anxiety, and although it may instill brand preference in some viewers, it is not the primary objective of the ad.

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