Choose four VALS™ categories and find one or more print advertisements that appear to be targeted to people in each category.
Explain why you think the ad addresses that audience.
Do you believe that the categories are mutually exclusive?
Can consumers (and ads directed to them) be classified in multiple categories? Why or why not?
PLEASE DO NOT INCLUDE QUESTIONS IN WRITING ASSIGNMENT, only answers.
******ADDITIONAL NOTES FROM MY INSTRUCTOR*****
Guidance on week 3 paper
I wanted to provide some help and guidance on the week 3 paper regarding the VALS2 concept/theory. This is covered Chapter 5 of the Etext, starting on page 141. Please be sure to read that section, along with the chart. Essentially, VALS2 is a psychological model that categorizes people according to their values and then identifies various consumer behaviors that go with those values. For example, here is a website for a maid service. Looking at the images and verbiage, you could discuss how this business targets busy families looking to save time. This is just one example and there could be different angles you could take.
For the written assignment, you should find an ad (or website) that you think targets a specific group of consumers and discuss why. There are 3 specific questions in the assignment itself that should be answered. Feel free to copy/paste the ad (or website link) you are discussing directly into your paper. I think once you get started with the paper, you will actually enjoy it!
Wells, W.D., Moriarty, S., & Burnett, J. (2006). Advertising: Principles and practice (7th ed.). Upper Saddle River, NJ: Prentice Hall.