Page 129 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Unit 7: Advertising Strategy: Fundamentals

around them. They are impulsive by nature, get easily bored, are unsure of themselves, and low Notes
on economic, social, and psychological resources. Strivers try to mask the lack of enough rewards
from their work and family, and to conceal this they attempt to appear stylish. They try to
emulate those with higher incomes and possessions, generally beyond their reach. Strivers are
active consumers, shopping to them is both a social activity and an opportunity to show their
peers their ability to buy. They read less but prefer to watch television.

Survivors (formerly strugglers): They have narrow interests; their aspirations and actions are
constrained by low level of resources. Strivers are comfortable with the familiar and are basically
concerned with safety and security. They are ill-educated, with strong social bonds, low-skilled,
and are poor. They feel powerless and unable to have any impact or influence on events and feel
the world is changing too quickly. As consumers they show the strongest brand loyalties,
especially if they can purchase them at a discount. They are cautious consumers and represent
only a modest market. They watch a lot of television, read women's magazines, and tabloids.
Experiencers: They are young, full of vitality, enthusiastic, impulsive and rebellious and motivated
by self-expression. They are avid consumers and spend a high proportion of their income on
fashion, entertainment, and socialising. Their desire is to feel good and having "cool" stuff. They
are college educated and much of their income is disposable. They have an abstract disregard for
conformity and authority. Experiencers seek excitement and variety in their lives and like to
take risks. Their patterns of values and behaviour are in the process of being formulated. They
are fond of outdoor recreation, sports, and social activities. They spend heavily on clothing,
music, and fast food.
Makers: Their motivation is self-expression. They like to be self-sufficient, have sufficient income
and skills to accomplish their desired goals. Makers are energetic, like to experience the world,
build a house, have families, raise children, and have sufficient skills backed with income to
accomplish their projects. They are practical people and have constructive skills and energy to
carry out their projects successfully. Their outlook is conservative, they are suspicious of new
ideas, respect government and authority, but resent any intrusion on their rights. They are not
impressed with others wealth and possessions.
Life-style segmentation is particularly useful as a variable in case of product categories where
the users' self-image is considered an important factor, for instance perfumes, beer, jewelry,
autos, and other ego-intensive products.
Psychographics segmentation variables are used on a limited scale for several reasons.
To accurately measure psychographics variables is rather difficult, compared to other types of
segmentation bases. The relationship between psychographics variables and the consumer
needs is often difficult to document. Psychographics segments may not be reachable. For example,
it may be difficult to reach introverted people at a reasonable cost.

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Caution There are two versions of the VALS analysis, VALS 1 and VALS 2. The one explained
above is VALS 2.

7.1.3 Advertising Objectives

Objectives help communications between the ad agency accounts executive and the creative
team members, and help coordinate the efforts of copywriters, media specialists, media buyers,
and professionals involved in advertising research. Objectives also provide a standard against
which the results can be measured.

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