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 have been nipping at the heels of Keds.As part of its effort to revitalize the brand several years ago, Keds's 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's advertising agency in the creation of its advertisements?
A)emergent
B)lifestyle
C)geographic
D)usage pattern

Question

Quizplus · Accepted Answer

The lifestyle segmentation technique would provide the most insight for Keds's advertising agency in the creation of its advertisements. The agency's campaign focuses on the warm relationships between mothers and daughters, which is a lifestyle-based segment. Therefore, understanding the lifestyle and values of this segment is essential in creating effective advertisements that resonate with their target audience.

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