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 scare the consumer into action
C)to situate the brand socially
D)to change behavior by inducing anxiety

Question

Quizplus · Accepted Answer

The ad is hoping to situate the brand socially by associating it with affluent shoppers who drive luxury cars like Jaguars. The ad is trying to create an image that it is socially acceptable for Target shoppers to also drive luxury cars, thus appealing to affluent consumers.

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