Scenario 6-3
Keds has been 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. But over time, competition from Sam & Libby and Easy Spirit brands has been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds' advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "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 6-3)Which of these segmentation techniques would provide the most insight for Keds' advertising agency in the creation of its advertisements?
A) Emergent
B) Lifestyle
C) Geographic
D) Usage pattern

Question

Scenario 6-3
Keds has been 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. But over time, competition from Sam & Libby and Easy Spirit brands has been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds' advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "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 6-3)Which of these segmentation techniques would provide the most insight for Keds' advertising agency in the creation of its advertisements? 
A) Emergent 
B) Lifestyle 
C) Geographic 
D) Usage pattern

Quizplus · Accepted Answer

The lifestyle segmentation technique would provide the most insight for Keds' advertising agency as it focuses on targeting a specific group of people with similar attitudes, values, interests, and behaviors. The agency's campaign that focuses on the warm, close relationships between mothers and daughters suggests that the target market may be families who value the bond between mothers and daughters. Understanding their lifestyle and behaviors would help in creating more targeted and effective advertisements.

Scenario 6-3 Keds Has Been Trying to Turn Around a Long-Term Slide