Inclass Assignment #1- Ray Ban Presentation

PEPSI FOOTBALL AFRICA 2010 COMMERCIAL

In-class exercise #0 VALS Segmentation

VALS Segmentation

Question#1

What are psychographics? In what way are they useful for advertisers and marketers?

 Psychographics captures aspects of consumer’s psychological make-up and lifestyles including their attitudes, values and motivation. They are useful for advertisers and marketers because they relate to buying behavior in a particular product category.

Question#2  

Select your brand and match it into one of the eight-lifestyle segments.

 Ray-ban, strivers.

Question #3

Please use the key words of the textbook or the slides.  Paraphrase as possible as you can. write one paragraph (100 words)

 

The brand we chose can be divided into groups of people who have similar characteristics. For instance, Ray-ban segments people by their gender, and their personality.  The brand we chose targets teenagers, and the young adults. Our brand matches all the lifestyle categories like the activities, interests and opinions of the target customers and relates it to the customers in some way. Ray-ban can be categorized for strivers because its consumers favor stylish products that emulate the purchases of people with greater material wealth. Moreover, the brand we chose shows how it is for trendy and fun loving people who are motivated by achievements.

Question #4

Which VALS type (of the eight types) do you think best matches your lifestyle? (Individual). Please offer a brief answer (NO more than 30 words)

- Asma thinks that Strivers are suitable for her lifestlye, because she thinks the things she buys should be trendy and loving, and people around her should find it pleasant.

- I, Mirna claim that I belong to the achievers group, because I have goal oriented lifestyle, and a desire for achievements and also have commitment to my family.

- Lina also thinks that she is a striver, as it is suitable to her lifestyle, since it is what is important nowadays in life and she is motivated by achievements.

- Reem thinks that she is a thinker, because she likes to be satisfied in what she needs to buy. Also, she thinks that being satisfied in the things you buy is important.

- Bedoor thinks she is a thinker also, because being satisfied in what you buy shows your personality and reflects it.

Assignment #1 (video)- why do we study advertising?

Assignment #1- why do we study advertising?

Advertising plays important roles in our lives whether in business or society and we study it for several reasons. First, as a marketing communication tool, advertising satisfies consumer needs by classifying consumers of a certain product into target groups. In addition, Advertising is a central promotion tool. Moreover, advertising is branding, that is, it distinguishes one product from another in a unique way. Second, it is a communication's form. It communicates with consumers through messages providing them with information and entertainment. As a result, it gets people's attention and their response to the message. Furthermore, Advertising connects buyers and sellers in a market place. To add, it creates a brand image, builds awareness and introduces new products, and deliver useful data to people that helps them make their product decisions. Also, it’s a way to persuade consumers about a product and make them loyal to it. What's more unique about advertising is that it can reach large audiences. Third, advertising acts as a mass marketing tool and thus lower prices to consumers by bringing cost efficiency to marketing. Furthermore, it creates economic impact, and aids consumers to assess value through data available and price cues. Again, it affects and influences consumer's decisions. Fourth, advertising informs us about new products and adds to our choices and behavior. Besides, it teaches about new products, gives people a way to express and shape an image of them. Finally, we study advertising because it has many benefits to marketing, communication, economy and the society.

Words Associated with ART & COPY

1 creating

2 communicator
3 art and copy
4 rotators
5 work
6 TV show
7 marketing
8 business
9 poison gas
10 watching
11 agency
12 salesman
13 production
14 big
15 important
16 right connections
17 media
18 art director
19 copy writer
20 thinking
21 big idea
22 product
23 campaigns

ART & COPY Trailer