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Marketers are making a new pitch to men—at the risk of political incorrectness. Marketers for firms 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 firms 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.

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

2. Do you think these ads will be successful in the long run? Why or why not?

3. Should marketers be concerned about offending one market segment when trying to reach another? Why or why not?


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