Unit 5 DB Targeted Ads rely 1
Write an initial substantive response of 80 words in length.
Begin your response with a restatement of the question/prompt, and include
in-text citation(s) and a reference for each scholarly source used according to
the APA guidelines found in the APA Style Guide located in the Student Success
Center. The restatement of the question/prompt, the references, and the
citations are not included in your response word count.
Amy Storm
Professor and class,
My Unit 5 Discussion Board example of an ad that targets a
specific customer segment is this ad from Carlâs Jr.:
This ad (and many of Carlâs Jrâs ads) is very specifically
targeted toward men, given itsâ implied reference to womenâs thoughts on a
specific â uh â subject. This ad
actually âsaysâ very little; however, the sexual undertone of the implication
that it makes is very much intended to drive toward men, and highlight how
large their burger is. The product
itself could certainly be targeted toward other segments. As a traditional food item, a burger can be
targeted toward most anyone â though it is not likely a good candidate for
promoting healthy eating.
Women in particular may find this ad to be offensive due to
the sexual nature of its implications, and the possible degradation of
women. Men could also be offended by it
as well, if they do not find advertising with sexual undertones to be
appealing. According to Bhattacharjee,
Berger, and Menon (2014), consumers prefer brands positioned around their
identities; however, identity marketing can fail. Identity marketing can inadvertantly reduce
consumersâ view of being able to have control in expressing their personal
identity, which then undermines the value of brand purchase as a meaningful
expression of identity.
Bhattacharjee, A., Berger, J., & Menon, G. (2014). When identity marketing backfires: Consumer
agency in identity expression. Journal
of Consumer Research, 41 (2). doi:
10.1086/676125.