Question
Chapter 4 talks about segmenting, targeting, differentiation, and positioning, in regards to the overall market. The insurance provider, GEICO, wants to be certain it is
Chapter 4 talks about segmenting, targeting, differentiation, and positioning, in regards to the overall market. The insurance provider, GEICO, wants to be certain it is targeting a variety of different segments, so the company is constantly running a multitude of different campaigns simultaneously. At any given time, you may see the cave men, the gecko, the guy who asks rhetorical questions, or one of their other famous campaigns. Watch a few of their official commercials, and then answer a few questions.
- Why might it be beneficial for GEICO to run all of these different ad campaigns simultaneously and how could this hurt them?
- Which different target markets might GEICO be trying to reach with these different commercials? Why might they appeal to certain groups and not to others?
- Which GEICO commercial is your favorite?(You do not have to choose one of these).Why do you think that ad appeals to you?
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Business research methods
Authors: William G Zikmund, Barry J. Babin, Jon C. Carr, Mitch Griff
8th Edition
978-032432062, 0324320620, 1439080674, 978-1439080672
