Subject Area: Mass Media studies Topic: Psychographics in advertising

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Subject Area Mass Media studiesTopic
Psychographics in advertising

• Teacher Randy Herndon
• Class Advanced TV Film
• Grade level Seniors
• Created March 2003

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(No Transcript)
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Psychographics

• How advertisers target audiences using the
  Values and Lifestyles
  program

VALS
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VALS Hierarchy
Integrateds
Societally Conscious
Achievers
Experientials
Emulators
I-Am-Me
Belongers
Sustainers
Survivors
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Belongers

• 38 of U.S. population
• Conformists, satisfied with mainstream values,
  reluctant to change brands
• Not very adventuresome
• Fit Middle America stereotype
• Tend to be churchgoers TV watchers

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Achievers

• 20 of the population
• Prosperous
• Pride themselves on making their own decisions
• A lot of advertising directed to them
• Typically not heavy TV watchers

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Societally Conscious

• 11 of the population
• Aware of social issues
• Tend to be politically active
• Upscale inner-directed
• Tend to prefer reading to watching TV

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Emulators

• 10 of the population
• Aspire to a better life, but arent sure how to
  achieve it
• Go for the trappings of prosperity
• Status-seekers who are prone to suggestion on
  what makes the good life

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Experientials

• 5 of the population
• Venturesome, risk takers
• Willing to try new things in their attempts to
  experience life fully
• A promising upscale audience for many advertisers

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I-Am-Me people

• 3 of the population
• Work hard to set themselves apart
• Susceptible to ad pitches that offer ways to
  differentiate themselves
• Rebellious youth, angry maladjusted, fit this
  category

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Survivors

• Small, downscale category
• Includes pensioners who worry about making ends
  meet
• Not a big target of advertisers

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Sustainers

• Another small, downscale category
• Living paycheck to paycheck
• Indulge in an occasional extravagance, but have
  slight hope for improving their lot in life
• Not a big target of advertisers

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Integrateds

• About 2 of the population
• Creative and prosperous
• Willing to try different products and ways of
  doing things and they have the wherewithal to do
  it

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Lets review

• VALS

HIERACHY
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VALS Hierarchy
Survivors poverty, old age, low
education
Survivors
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VALS Hierarchy
Need-drivens limited financially major
issues are survival, safety, and security
Sustainers
Survivors
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VALS Hierarchy
Belongers conservative, conventional,
conforming
Belongers
Survivors
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VALS Hierarchy
Societally Conscious
Inner-directeds oriented to personal growth,
less concerned with external things
Experiential
Experiential
I-Am-Me

Survivors
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VALS Hierarchy
Outer-directeds Achievers are success-oriented,
hard-working and materialistic Emulators assume
some responsibility for getting ahead
Achievers
Emulators

Survivors
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VALS Hierarchy
Integrateds have put it all
together See many sides of an issue Capable of
leadership or a secondary role if appropriate
Integrated
Survivors
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