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)The copy for this campaign features moms and daughters commenting on their close relationships,and Brandweek magazine said that the new Keds ads "really go for the heart." This points to the campaign's focus on
A) identifying emotional benefits.
B) delivering its promise.
C) targeting nonusers.
D) using VALS data.

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)The copy for this campaign features moms and daughters commenting on their close relationships,and Brandweek magazine said that the new Keds ads "really go for the heart." This points to the campaign's focus on 
A) identifying emotional benefits. 
B) delivering its promise. 
C) targeting nonusers. 
D) using VALS data.

Quizplus · Accepted Answer

The copy in the ads focuses on the emotional connection between mothers and daughters, indicating that the campaign is trying to identify emotional benefits associated with the brand. The language used in the Brandweek article, saying that the ads "go for the heart," further emphasizes this focus on emotional appeal.

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