Solved >   Scenario 10-6 Facing stiff competition from Walmart:2093603 …

 

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.

91. (Scenario 10-6) Which of the following methods would help Target’s customers to recall the store’s name first when they decide to go shopping?

a. Testimonial ads

b. Slice-of-life ads

c. Humor ads

d. Slogans and jingles

92. (Scenario 10-6) Target managers feel that their potential customers, who are now shopping in department stores, must be persuaded to visit Target stores by recognizing the unique image, positive significance, and social meaning for their brand. Several methods might be used, but which of the following would be least effective in accomplishing this objective?

a. Slice-of-life

b. Hard-sell

c. Fear-appeal

d. Image ads

93. (Scenario 10-6) Target managers decide to run magazine ads with very few words, focusing on visuals of the Target logo (the recognizable red ball) and high-end goods sold in their stores. Target is attempting to use an efficient communication that sends a message at a glance, in the form of:

a. image ads.

b. demonstration ads.

c. point-of-purchase ads.

d. comparison ads.

94. (Scenario 10-6) Another magazine ad designed for Target’s new campaign shows a well-dressed shopper pushing her loaded Target cart to her Jaguar, showing satisfaction in the parking lot as she spots another consumer loading Target shopping bags into her Jaguar. Which objective is this ad hoping to achieve?

a. To instill brand preference

b. To change the actual experience through ad visuals

c. To situate the brand socially

d. To change behavior by inducing anxiety

 

 

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