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Scenario 4-4 Keds Is Trying to Turn Around a Long-Term Slide in Slide

question 20

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Scenario 4-4
Keds is trying to turn around a long-term slide in its shoe business. For years, it had depended on its image as the women's no-frills summer shoe to keep sales moving. However, as of late, competition from Sam & Libby and Easy Spirit brands have been nipping at the heels of Keds. As part of its effort to revitalize the brand, Keds' advertising agency has developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to Brandweek magazine, "The new ads really go for the heart." Copy on the first ad includes, "She was my first, I could never tell her how to dress," with the daughter saying, "She made me feel pretty even when I had braces."
-(Scenario 4-4) Which segmentation technique would provide the most insight for Keds's advertising agency in the creation of its advertisements?

Definitions:

Cultural Imperialism

The practice of promoting and imposing a culture, usually that of a politically dominant nation, over a less powerful society.

Cultural Relativism

The principle that an individual's beliefs and activities should be understood by others in terms of that individual's own culture.

Cultural Leveling

The process where distinct cultures become more similar to each other, often due to globalization and international influences.

Cultural Diffusion

The conveyance of cultural practices and social norms from one group to another.