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

question 41

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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) Instead of "mothers and daughters," why didn't Keds define its target segment simply as "women"?

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Definitions:

Psychopathology

The research into mental health conditions, exploring causes, symptoms, and interventions.

Psychometry

The field of psychology that involves the quantitative measurement of psychological phenomena through tests and assessments.

Parapsychology

A field of study concerned with investigating phenomena that cannot be explained by traditional scientific principles, such as telepathy and psychokinesis.

Circumstances

The conditions or facts affecting an event or action, which can influence the outcome or decisions made.