ADV 483 1nd Edition Lecture 7Outline of Last Lecture I. Chapter 3: target audience, Broad communication objectives, and Creative requirements II. Chapter 3 Recap III. Psychographics Outline of Current Lecture I. What, how and why of VALS?II. About VALS sampleIII. How to Read Data TablesCurrent LectureI. What, how and why?o What’s VALs Consumer behaviors, motivations and choiceo How is VALS used? Identify consumer target Clarify business strategieso Why is VALS used? Provides insights, population comparison, consumer trends II. About VALS sampleo Sample from the US population (n=1520) o Randomly select the US populationo Divide consumer into 8 segmentsIII. How to read the data tables?o Unwgtd= unweighted (actual # of respondents) A minimum of 35 respondents must be present in each column to providemeaningful resultso Horz = Horizontal percent (read left to right) when using horizontal percent the data are read from left to right – across the row Of all respondents, 18.04% are innovatorso Vert % = Vertical percent When using vertical percent the data are ready by column- top to bottom To learn what proportion of innovators in the segment are men, use vert % : 97% of innovators are menThese 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.o Index: an index is a comparison of the vertical percents in the column with the base rate of 100  Innovators= an index of 114 = 48.18/42.4 An index 121 or high- above average An index between 81 and 120 is the average