To Market Suave Shampoo,Unilever Used PRIZM to Identify Neighborhoods with High

question 78

Multiple Choice

To market Suave shampoo,Unilever used PRIZM to identify neighborhoods with high concentrations of young working women.These women responded best to advertisements conveying the message that Suave is inexpensive,yet will make their hair "look like they spend a fortune on it." What segmentation tool did Unilever use in this example?

• A)geocoding
• B)geodemography
• C)the hierarchy of needs
• D)projective techniques
• E)ethnography

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Definitions:

Brand Purpose Strategy

The long-term approach focusing on a brand's underlying reason for existence beyond profit, embodying its values, mission, and impact on consumers and society.

Brand Audit

A comprehensive examination of a brand's current position in the market compared to its competitors, assessing its effectiveness and identifying areas for improvement.

Advocacy Groups

Organizations that seek to influence public policy, public opinion, or social practices based on specific agendas or causes.

Eclecticism

The practice of integrating techniques, methods, and perspectives from various theoretical frameworks and disciplines.