A Study of the Impact of Values and Lifestyles (VALS) on Brand Loyalty with Special Reference to English Newspapers*
C.Anandan1, M.Prasanna Mohanraj 2 & S.Madhu3
Abstract Indian Newspaper Industry is witnessing high growth, despite the rise of the Internet and of telecommunications as viable sources of information. Earlier all the newspapers thought that the opportunity for them was within their own geographical area. But, in coming years publishers will be spending over Rs.1000 crores to invade into other’s territories. Unless the publishers recognize the preferences of readers, it would be unlikely that they would succeed in winning the hearts of the customers. This research makes an attempt to recognize the preferences and segment the
…show more content…
VALS uses psychology to analyze the dynamics underlying consumer preferences and choices. VALS not only distinguishes differences in motivation, it also captures the psychological and material constraints on consumer behaviour (Cyber Media Research). For many years, demographics have governed how communicators target campaigns. The problem is that even though individuals in a specific demographic category share some common characteristic, such as, age, sex or income, the psychographics of these group like values, motivations and beliefs are not homogeneous. When attitudes, motivations, personality characteristics and belief systems are analysed mathematically or statistically to determine groups with substantially different attitudes, the result is a psychographic segmentation. There are multiple motivations for a behaviour, and people in a specific demographic category have a wide range of attitudes. Using psychographics can help communicators improve the quality and accountability of their campaigns by zeroing in on the most receptive audience for their message. At a time when communication overload is common among all audiences, communicators must send relevant messages to those who are most receptive.
Anandan et al, A Study on The Impact of ...
99
Morgan and Doran (2003) argue that psychographic segmentation, if used to design and implement a communication strategy, can result in more effective and efficient campaigns, and change the communicator
When people see or hear advertisements, whether it be in a magazine or on television, many do not stop to consider or analyze the techniques that go into making the advertisement effective. For instance, the Center for Disease Control has a campaign that has the purpose of promoting the influenza vaccination. If you examine the campaign closely, it becomes clear that the advertising campaign targets a diverse audience of all ages, genders, and races who could all benefit from getting an influenza vaccination. In this advertisement campaign, the Center for Disease Control effectively promotes the benefits of getting an influenza vaccination to a targeted audience using numerous persuasive techniques such as association and universal appeal.
It can be argued that people are a product of their environment. Life events and influences on one’s surroundings can further change behavior. Social media already heavily impacts how one shops, where one chooses to eat, and how one chooses to educate themselves. How large of a role does social media play in someone’s everyday life? The affect is more than one may realize. The effectiveness of social media is likely connected to the use of audience analysis and the rhetorical appeals of persuasion, specifically ethos, and is worthy to be studied to increase audience awareness. The ability for people to understand how social media effects everyday decisions, will ultimately allow for them to think independently and not be contingent on an advertisement on a social media
“The communication program will target whom, to help them understand, believe, or do what, by informing them of messages, through messengers and channels, to result in objectives” (Cheesebro, T., O’Connor, L., & Rios, F., 2010, Ch. 5). The objective of utilizing the campaign method would reach out the larger population through possibly multiple different media methods, instead of just one or two. When considering using different types of media and which ones to include and exclude when communicating through media, it is important to consider the advantages and disadvantages of traditional, electronic, and social media.
Jarek Wasielewski, education expert at ClickMeeting, agrees,“Tailoring content to specific market segments is all about personalized marketing. In today’s world where competition over a more informed consumer base has become tighter than ever, personalized marketing is often what defines greater lead generation and customer conversion.”
In this reading, I will be discussing the different categories in which advertisers have placed consumers to distinguish them from one another using their values, attitudes, and life-style. According to the writer of American culture and advertisement James B. Twitchell, “the object of much consumer research is not to try to twist their feathers so that they will flock to your product, but to position your product in such a place that they will have to fly by it and perhaps stop to roost. After roosting, they will eventually think that this is part of their flyway and return to it again and again” (p. 178). The proposition of stereotyping consumer lifestyles is a very effective way of marketing goods and services. The VALS2 strategy of marketing segment, target, and position used by advertisers is based on research; which means, marketers know more about consumer behaviors than what we think. This is an important issue because it’s necessary to raise awareness in society about the advantages and disadvantages that this can bring. After having evaluated all given points; this article is an eye opener for those who have any doubts about what consumers mean to large companies and advertisers.
estimated parameters (γ̂ ) from this first stage, we can then compute the Mills ratios λd(γ̂ Zn)
USA Today is a well-known newspaper company who dominates print news in the United States. Currently reaching nearly three million readers, USA Today has climbed their way to the top by evaluating and consistently re-evaluating their strategies to maintain and grow their consumer base, which consists of businessmen, professionals, and politicians (About USA Today). One of their greatest strengths is the wide range of their distribution. USA Today distributes newspapers in all fifty of the United States as well as parts of Canada and the United Kingdom (About USA Today). Their content is styled in an easy to read and understand way, making it more desirable to their readership versus other competitors’ newspapers. The company has established a well-recognized design for their newspaper, making it stand out among its competitors. USA Today is a “go-to” choice for consumers who daily read the newspaper.
In order to attract a specific demographic, advertisement companies employ diverse methods of persuasion. Corporations such as Wendy’s hire advertisement agencies for their expertise in how to attract target audiences to their products. Wendy’s advertisement campaign for ‘Where’s the Beef?’ integrates a few different methods of persuasion; credibility, similarity with the target, and likeability. Wendy’s is trying to entice the 16-40 age demographic of Americans. By incorporating these methods of persuasion to attract the aforementioned target age demographic, Wendy’s is anticipating to attract new customers, consequently increasing profitability.
Problem Statement: The advent of internet brought about both challenges and opportunities for the newspaper industry. On one hand, it required redesigning a new product suited for online customers and on the other it was an opportunity to reach to 123 million potential customers in this category. Thus to keep up with the pace of emerging digitization in every field, like all newspapers, New York Times also added online reading in their product portfolio. However it only worsened the crisis the newspaper was already going through. The operating profit declined by more than 76% from 234Mn$ in 2010 to a mere 57Mn$ in 2011. The circulations were steadily declining and the new online advertising could not compensate for print advertising
Advertising is a form of communication used to encourage or persuade an audience to continue or take some new action. But when advertisers produce an ad, they have many different variables that come into play if they want to successfully persuade consumers. The first most important step they have to figure out is, what type of audience they are trying to target. They then create images and intend to appeal specifically to the values, hopes, and desires of that particular audience. This is why someone would rather pick the well-known Malboro cowboy ads over the new female cigarettes of Virginia Slims. Each of these ads targets a specific audience;
The newspaper industry is undergoing a radical change in three primary areas caused by technology. First, the underlying two-sided business model is changing. With the Advent of internet, news content is easily and freely available from various sources but lacks quality journalism and credibility. Revenues from online advertising are not large enough to compensate for decline in revenues from print advertising & subscription. Newspaper industry is experiencing new realm of new content delivery and in process of understanding and establishing sustainable sources and
With a viewpoint like that, he convinced that as they put an end to “roost”, it will turn into the customers standard and they will come back to the product over and over again. Advertisement is a way to pass on the word to the common people about specific products. If we were to take a glance surrounding our local grocery store, we will see numerous goods that we are well known with. In this article, advertising goes into much more complexity than just putting a product up for sale to the public. Twitchell centers on the subgroups that advertisers use to produce and position their ads. Each and every one of us qualifies into what is named the “VALS” system, which arranges consumers by purchasing cravings. There are three principal groups, as well as eight sub-groups, all of which can be constructed into many combinations of consumer. Twitchell also uses diagrams to describe the different kinds of buyer. The main subjects of the article were, “Mass production equals mass marketing equals creation of mass stereotypes” as well as “different products have different meanings to different audiences” (193). The Principle-Oriented group, which is the first group, is made up of three classes, which are Actualizers,
Members of the public from a company’s target group or audience are chosen to express their views about the advertisment before it is published or aired. Media can include television, cinema and radio. This is the communications aspect of
Newspaper Owner 1 is a “diversified media company that generates most of its revenues through newspapers sold around the country and around the world” (pg. 122). Competition for subscribers and advertising revenues
The term “Brand Loyalty” also called as “Customer Loyalty” has been in the business industry since a very long time as a model to be used in conducting business. But it wasn’t until the mid to late 1900’s that the term was actually given its due importance by making it a vital part of advertising and marketing. The concept of marketing evolved substantially from being focused on sales of a product to having Customer satisfaction to be its focal point. Studies further revealed that there was a positive correlation between customer satisfaction and Brand Loyalty.