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) Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand.Several methods might be used, but which of the following would be least effective in accomplishing this objective?
A)slice-of-life
B)hard-sell
C)branded entertainment
D)image

Question

Quizplus · Accepted Answer

The hard-sell approach is least likely to be effective in persuading potential customers to recognize the unique image, positive significance, and social meaning of the Target brand. This approach tends to focus on pushing products and making sales, rather than building a brand image and connection with customers. The other options (slice-of-life, branded entertainment, and image) are more effective in building brand recognition and loyalty among affluent customers.

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