Mary Designed an Unsuccessful Advertising Campaign for a Medical Insurance

question 148

Multiple Choice

Mary designed an unsuccessful advertising campaign for a medical insurance company that was targeted at 18 to 34- year- old males. The campaign only included one commercial, which featured a young man that had become crippled in a skydiving accident. While planning the campaign, Mary failed to recognize that:

• A) she should have also segmented based on ethnicity
• B) she should have advertised to women, who can influence men to purchase medical insurance
• C) not all 18 to 34- year- old males share the same lifestyle
• D) 18 to 34- year- old males are not interested in medical insurance
• E) television commercials are not effective for advertising medical insurance

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