Solved

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:

Two Treatises

A work of political philosophy published by John Locke in 1689, advocating the theory of natural rights and the social contract, serving as a foundational text for modern democratic theory.

Government Locke

Refers to the political theories of John Locke regarding the governance of society, emphasizing natural rights and the social contract.

Ruler

An individual who holds significant political power or authority over a country, state, or territory; often a monarch, emperor, or president.

Enlightenment

A cultural and intellectual movement of the 17th and 18th centuries emphasizing reason, individualism, and skepticism towards traditional doctrines.