Final answer:
Young and Rubicam, which provided comprehensive services for the Sears campaign, is an example of a full-service advertising agency. They helped to develop product advertising strategies to target specific audiences, a practice that has been part of Sears's approach since its early days of mail-order catalogs.
Step-by-step explanation:
Young and Rubicam provided marketing research, media selection, copy development, artwork, and production services for Sears to develop the "Softer Side of Sears" campaign targeted at middle-income women. This agency is an example of a full-service advertising agency. Such agencies offer a comprehensive range of services to take a campaign from inception to execution, including market analysis, strategy formulation, content creation, and advertising distribution. Over the years, Sears has utilized various marketing strategies to reach its customers. Initially, it provided an expansive selection of products to a wide range of consumers, including isolated farmers, by way of their iconic mail-order catalogs.
These catalogs were part of Sears's innovative marketing approach, offering not only a vast array of products but also transparency in pricing and a money-back guarantee that appealed to its customers. This tradition of adapting marketing strategies to consumer preferences continued over decades with campaigns such as the one developed by Young and Rubicam, which reflects the ongoing evolution of product advertising and brand positioning.