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

question 11

Multiple Choice

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) Why should Keds not define its target segment simply as "women" instead of "mothers and daughters?"

• A) It is poorly defined and gives no indication about their orientations as consumers.
• B) It is not a niche.
• C) Typically, media cannot be selected on demographic criteria.
• D) Other companies are established in this segment.

---

Definitions:

Stratification Theories

Theories that emphasize that social forces—particularly those related to a person’s social stratum or social category—limit individual choices, and affect a person’s ability to function in late adulthood because past stratification continues to limit life in various ways.

Organize

The act of arranging or structuring things in a systematic way for efficiency or order.

Socio-Emotional Selectivity Theory

The theory that older people prioritize regulation of their own emotions and seek familiar social contacts who reinforce generativity, pride, and joy.

Generativity

A concern for establishing and guiding the next generation, typically observed during middle adulthood.