Journalism 201 1st Edition Lecture 21 Outline of Last Lecture I Defining Strategic Goals II The What III Target Marketing IV Why Segment V Demographics VI Geographics VII Psychographics Outline of Current Lecture II Prizm and Vals III Prizm IV VALS V What do PRIZM and VALS tell us VI Aperture in Advertising Current Lecture I II III Prizm and Vals a Tools for drawing insights of of demographics geographics and psychographics b Development of consumer profiles c Necessarily a simplification of complex human thought and action reductionist d But potentially useful Prizm a Potential Ratings Index for Zip Markets b Created by Claritas 1974 c Makes use of US Census data by zip code d Combined with market research data credit reports home ownership credit card use e Data Aggregation taking multiple data sets and combining them to create more in depth profiles on people f Classifies zip codes according to lifestyle code VALS a Values and lifestyles b Developed at Stanford 1978 c Psychographic profiles d Distills psychologies into 8 essential types These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute IV V e Gives insight into how different consumers see themselves and their approach to life What do PRIZM and VALS tell us a PRIZM Where is your target market i Geographically What do they do read watch think buy b VALS How do your consumers relate to the world i How are they likely to relate to your product ii How can you craft your message to reach them Aperture in Advertising a 5 Step Strategic Thinking i What you do with all those great insights about your audience b Strategic Success i Reaching the right target at the right time in the right place with the right message ii By good research and clear goal setting we have selected the right target iii Now it s time for right time right place Media Strategy iv Monday the right message Creative Strategy c Right Time and Right Place i Referred to as aperture d Right Time i When are people going to be in the mood for your product ii Considerations 1 Time of day good for impulse purchases 2 Seasonal 3 Special Events 4 Associated Content
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