Scenario 10-6 Facing Stiff Competition from Walmart and K-Mart, Executives for Target

question 28

Multiple Choice

Scenario 10-6
Facing stiff competition from Walmart and K-mart, executives for Target stores have decided to focus on reaching more affluent shoppers and luring them away from traditional department stores.They have already expanded the products and brands they offer to include reasonably priced items by modern design masters.Target hopes to draw more affluent shoppers into its stores through a series of advertising campaigns that are presently in the planning stages.Most of the advertising budget will be directed to ads in regional luxury magazines, which research shows are frequently read by affluent individuals.
-(Scenario 10-6) What component of Target's advertising strategy defines its goals as an advertiser and how those goals will be achieved?

• A)marketing objective
• B)creative strategy
• C)message strategy
• D)advertising planning

---

Definitions:

Conditioned Response

A response that is taught in reaction to a stimulus that was once neutral but has become linked with a stimulus that naturally evokes a response.

Unconditioned Response

An automatic, natural response to a stimulus that occurs without the need for learning.

Salivation

The secretion of saliva in the mouth, which is often a response to the presence or thought of food.

Unconditioned Stimulus

In classical conditioning, a stimulus that naturally triggers a reflexive response without the need for prior learning.