Passage Summary: A cologne company switched from broad advertising to specifically targeting men in sports magazines, but their sales actually went down afterward.

Reasoning: The company moved its advertising from general-circulation magazines to male-targeted sports magazines, yet sales decreased compared to the previous three years.

Analysis: The paradox here is that a more targeted marketing strategy—focusing specifically on the demographic that uses the product—resulted in fewer sales. To resolve this, we need to find a reason why the general magazines were more effective or why the sports magazines were insufficient. Perhaps women, who read general magazines, are the primary purchasers of cologne as gifts for men. Look for an answer that explains how the change in advertising missed a significant portion of the actual buying audience.