To identify with a particular target market or lifestyle—
Customers can be targeted geographically, demographically,
psychographically, or behaviorally according to events. Old
Spice sponsors college sports and motor sports—including a
10-year deal with driver Tony Stewart’s entries in the Nextel
Cup and Busch Series—to highlight product relevance and
sample among its target audience of 16- to 24-year-old males.