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) Fear-appeal
D) Image ads

Question

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) Fear-appeal 
D) Image ads

Quizplus · Accepted Answer

Hard-sell advertising tends to focus on price and discounts, which is not in alignment with Target's strategy of targeting more affluent shoppers and offering modern design at reasonable prices. Fear-appeal advertising could also be seen as ineffective for attracting affluent shoppers to a brand because it tends to focus on negative emotions, which is not in line with the positive and aspirational image that Target is trying to convey. Slice-of-life and image ads could be more effective because they can showcase the unique image, positive significance, and social meaning of the brand. However, image ads may be more effective in this particular scenario because they are being directed at regional luxury magazines, which are more likely to be read by affluent individuals and would benefit from seeing a positive and aspirational brand image.

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