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 decide to run magazine ads with very few words, instead focusing on visuals of the Target logo (the recognizable red ball) and high-end goods sold in their stores.Target is attempting to use an efficient communication that sends a message at a glance, in the form of
A)image ads.
B)demonstration ads.
C)point-of-purchase ads.
D)comparison ads.

Question

Quizplus · Accepted Answer

The scenario describes the use of visuals (Target logo and high-end goods) in the magazine ads, indicating that Target is using image ads that focus on the aesthetics and design of the products. The objective is to communicate the message efficiently through a glance without relying on extensive text explanations. Therefore, option A is the best choice. Options B, C, and D are not relevant to the described advertising approach.

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