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Scenario 6-3 Keds Has Been Trying to Turn Around a Long-Term Slide

question 44

Multiple Choice

Scenario 6-3
Keds has been 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. But over time, competition from Sam & Libby and Easy Spirit brands has been nipping at the heels of Keds. As part of its effort to revitalize the brand several years ago, Keds' advertising agency developed a campaign that focuses on the warm, close relationships between mothers and daughters. According to an issue of Brandweek magazine at the time, "The new ads really go for the heart." Copy on the first ad included the mother saying, "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 6-3) Which of these segmentation techniques would provide the most insight for Keds' advertising agency in the creation of its advertisements?

Definitions:

Carotid Artery

A major artery located on each side of the neck that supplies blood to the brain, neck, and face.

Stethoscope

A medical instrument used to listen to sounds within the body, such as the heartbeat or respiratory sounds, aiding in diagnosis.

PMI

Point of maximal impulse; the location on the chest wall where the heart's impulse can be most strongly felt.

Midclavicular Line

An imaginary line on the body extending from the midpoint of the clavicle vertically down the torso.