Chapter 5: Segmenting and Targeting the Audience. Questions to Explore . What cultural, psychological, and behavioral influences affect consumer responses to advertising? What characteristics are used to segment groups of consumers?
What kinds of people? Age, Sex, Income, Status?
What kinds of people attitudinally?
Post Sept. 11. What are their emotional attitudes towards Business Travel?
What can a large airline do about it?
Sense of belonging
Fun and enjoyment
Respect from others
A sense of accomplishment
Demographics are the statistical, social, and economic characteristics of a population, including:
The VALs System categorizes consumers according to psychological traits that correlate to purchase behavior.
In many product categories, 20 percent
of the users buy 80 percent of the products.