Mary Designed an Unsuccessful Advertising Campaign for a Medical Insurance

question 81

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 who had become crippled in a skydiving accident. While planning the campaign, Mary failed to recognize that:

• A) 18- to 34-year-old males are not interested in medical insurance.
• B) not all 18- to 34-year-old males share the same lifestyle.
• C) television commercials are not effective for advertising medical insurance.
• D) she should have also segmented based on ethnicity.

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Definitions:

Ratio Form

A presentation format for financial statements or equations where components are displayed as a proportion of a whole.

Assets Invested

The total value of physical and financial assets that have been allocated or deployed in various investments by an individual or organization.

Risk

The potential for losses or less-than-expected returns, present in all types of investments and business activities.

Uncertainty

The state of having limited knowledge where it is impossible to exactly describe the existing state, a future outcome, or more than one possible outcome.