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

question 62

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) For Keds's positioning to have the best chance at success, it

• A) should be targeted at the segment that spends the most on its product.
• B) must be internally and externally consistent.
• C) must communicate a promise the company can truly deliver on
• D) cannot suggest too many different compelling benefits to the user.