According to Fairfax Media Case Study:
David Jones Case Study, in 2013 David Jones wanted to reach a mass audience by
targeting ads to two segments: male audience and female audience.[1]
The campaigned went particularly well in the female audience segment. In my
opinion this was possible because generally speaking female audience is more
aware of the fashion industry.
[1] Fairfax Media, “Fairfax Media
Case Study: David Jones Case Study”, http://adcentre.com.au/wp-content/uploads/FairfaxMedia_DavidJonesCaseStudy.pdf,
accessed June 11th 2014.
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