An advertising agency is developing a campaign for a new brand of fashion accessories, which will include sunglasses, cellphone cases and overnight travel bags for American Eagle.

The target market is young people aged between 20 and 29. There is disagreement among the agency team members as to how best to use the Integrated Marketing Communications (IMC) platform to reach this target market.

They have come to you, a consultant with the firm, for a recommendation.

(a) Explain your understanding of the term 'segmentation.' (3 marks)

(b) Assuming that demographics will be used as bases of segmentation, highlight

three (3) demographic variables that the agency could use. (3 marks)

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(c) Recommend THREE (3) elements of the Integrated Marketing Communications platform to

the agency, to be used in designing the campaign for American Eagle to reach the target

market. Briefly justify your recommendation. (9 marks)