1. What are some of the pitfalls of this kind of segmentation?

Marketers are making a new pitch to men—at the risk of political incorrectness. Marketers for fi rms such as Unilever and Wendy’s were frustrated at their inability to reach young male consumers with their messages. After searching for clues about what this crowd likes, these fi rms created marketing campaigns designed to grab their attention—

perhaps at the expense of other consumers. Some advertising is designed to appeal to “bad boy” attitudes, lowbrow humor, and sex.