Scenario 4-4
Keds is trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. However, as of late, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand, Keds' advertising agency has developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to Brandweek magazine, "The new ads really go for the heart." Copy on the first ad includes, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."
-(Scenario 4-4) The theme of the advertisements that Keds is running uses

Question

Quizplus · Accepted Answer

The theme of the advertisements focuses on the emotional connection between mothers and daughters who use the product, which is an example of user positioning.

Scenario 4-4 Keds Is Trying to Turn Around a Long-Term Slide in Slide