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Sears/K-Mart focuses towards families (both parents in the case of Sears), whereas L&T has little family focus, and A&F has none. This fits with the value component of the Sears/K-Mart advertising. L&T, on the other hand, focuses their ads more towards indulgence and the shopping experience. A&F seems focused almost exclusively on image. Sears/K-Mart has a broader ethnic focus, whereas the other two appear more specifically targeted at whites


Sears/K-Mart approaches their broad target market through the use of mass media. They develop television ads, flyers and inserts in order to reach as many households as possible. They focus on the perceived needs of the target market, being value for money. Brand recognition forms the core of the Sears strategy. Sears targets the high end of value while K-Mart targets the low end. The ads focus on the value aspect, illustrating both the high quality of the goods but also the relatively low price. The ads are bright but functional, and attempt to showcase a wide variety of products. In keeping with the diversity of the target market, the ads showcase a diverse range of models......

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