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

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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) The theme of the advertisements that Keds is running uses

Definitions:

Business Cycle Troughs

The lowest point in the business cycle, marking the transition from the end of a recession to the start of an expansion.

CPI

The Consumer Price Index (CPI) calculates the average price of a specific set of consumer items and services, including food, transportation, and medical care, which is used to gauge inflation by examining their weighted average cost.

Government Agency

An organization operated by the government to execute specific functions or provide services to the public.

CPI

The Consumer Price Index, a measure that examines the weighted average of prices of a basket of consumer goods and services, used as an indicator of inflation.