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?
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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.