Final answer:
Shawna's marketing campaign struggles due to her choice of a print magazine as the advertising medium, which does not align with her target market's consumption habits, highlighting the need for a shift to digital and more synergistic advertising channels.
Step-by-step explanation:
Shawna's campaign suffers from the use of the wrong marketing channel. Advertising has evolved significantly with changes in technology and media consumption habits. As a marketer, Shawna's decision to advertise in a print magazine like the Economist failed to consider that her target market—middle and lower-income individuals—increasingly do not engage with print media. This reflects a broader shift where traditional advertising venues are being bypassed in favor of digital platforms.
Advertising strategies now require a more synergistic approach, utilizing a variety of digital platforms to reach audiences effectively. As highlighted in Naomi Klein's work, the attention economy has made it crucial for advertisers to adapt to changes and diversify the platforms they use. Since the target audience for Shawna's company are less likely to read print magazines, it would be more beneficial to employ online channels that better align with the media consumption patterns of her target demographic.
Moreover, recognizing the shift towards online media and social networks for targeted messaging can significantly enhance campaign effectiveness. This integrated approach across multiple digital platforms can help in delivering a consistent and pervasive brand message without the noise and expense associated with traditional media channels like print.