Question.1074 - Who is the target market?Your objective here is to ask (and answer) the question, Who is the target market for this award-winning ad?Consider who buys and uses the product as well as who might influence the purchase. Who is being targeted in Old Spice's “The Man Your Man Could Smell Like” advertising campaign?IN YOUR INITIAL POST: DESCRIBE THE PRIMARY TARGET MARKET SEGMENT that is the target of this ad and it's message. Use a complete set of segmentation dimensions including behavioral, geographic and demographic characteristics (See Exhibit 4-8 in the book or the list below). Remember to describe people in the target segment and not just name the dimensions. For example (not necessarily for this scenario), you might say "Older males, 65 and older" instead of "Age." IN THE RESPONSES: Read the other group members' descriptions of the target market. Compare yours to the others and then comment about things such as: What are the similarities and differences compared to yours? Why is it difficult to figure out Old Spice's "intended" target market? Would you revise your target market description based on what the other group members posted? Reply to at least two peers (after the initial post is due). See below for Exhibit 4-10: Possible Segmenting Dimensions Behavioral Geographic Demographic Needs Benefits sought Thoughts (attitudes) Rate of Use Purchase relationship Brand Familiarity Kind of shopping Type of problem solving Purchase situation Psychographics Lifestyle Country Region City Size of City Urban/Rural Income Gender Age Marital Status Family Size Family life cycle Occupation Education Ethnicity Social Class
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The xxx spice xxxxxxxxxx about xxx man xxxx man xxxxx smell xxxx used xxxxx as xxx way xx attract xxxxxxxxx their xxxxxxx target xxxx young xxxxx men xxxxxx the xxx of xx but xxxxxxx of xxx humor xx these xxx older xxx around xxx age xx to xxxxxxx purchasing xxx product xxx People xxx actually xxxxxxx purchasing xxx spice xxxxxxxx calling xx a xxxxxxx for xxx people xxx this xxxxxxxx saved xxx spice xx it xxxxxxxx the xxxxx audience xxx commercial xxxxxxxx humor xxx exaggeration xx illustrate xxxxx and xxxxxxxx transformations xxx while xxxxxxxxxxx the xxxx that xxx Spice xxxxx make x man xxxx desirable xxx confident xxxx message xxx delivered xx an xxxxxxxx and xxxxxxxxx manner xxxxxxx it xx stand xxx and xxxxxx well xxxxxxxxxx in xxxxxxxxxxx culture xxx campaign x ultimate xxxx was xx identify xxx Spice xxxx confidence xxxxxxxxxxxxxx and x sense xx humor xxx campaign xxxxxxxxx the xxxx for xxxxxxxx and xxxxxxx to xxxxx fresh xxx good xxxxx showing xxx consumers xxxxxxx the xxx that xx they xxxx old xxxxxx products xxxx would xxxxx good xxx that xxxxx make xxxx more xxxxxxxxxx they xxxx created x positive xxxxxxxx towards xxx products xxx associating xxxx with xxxxxxxxxx and xxxxxxxxxxxx according xx the xxxxxxxxxxxxxx they xxxxxxxxx consumers xxxx valued xxxxxxxxxxxxxx and xxxxxxxxxxxxxxx and xxxxxxxx nationwide xxxxxxxx in xxx United xxxxxx with x focus xx Urban xxxxx but xxx product xx available xxxxxxxxxx the xxxxx They xxxxxxxxxx regular xxxxxxxxx of xxx spice xx grooming xxxxxx be x day xx day xxxx any xxxxxxxx life xxxxx is xxx old xxxxx was xxx spice xxx available xx customers xxxx online xxx offline xxx the xxxxxxxx made xxxx for xxxxxx income xx high xxxxxx individuals xxx have x modern xxx active xxxxxxxxx Old xxxxx targeted xxxx the xxxx gender xxx was xxxx relevant xxx married xxxxxxxxxxx although xxxx married xxx unmarried xxx used xxx product xxx product xx inclusive xx all xxxxxxxxxxx and xxxxxx classes xxxxxxx the xxxxxxxxx approach xx old xxxxx was xxxxxxxxxx in xxxxxxxxxxx the xxxxx as x go xx choice xxx grooming xxxxxxxx that xxxx men xxxx and xxxxx their xxxxMore Articles From Management
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