By Ann Keding
Publication via Keding, Ann, Bivins, Thomas H.
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Extra resources for How to Produce Creative Advertising: Proven Techniques & Applications
Originally, this research categorized people according to nine basic life-styles: Belongers, Emulators, Achievers, I-Am-Me's, Experientials, Societally Conscious, Survivors, Sustainers, and Integrateds. VALS makes a distinction between inner- and outer-directed people. The three outer-directed types are the Belongers, Emulators, and Achievers. Belongers, the largest VALS group, are stable, hard-working, blue-collar, conforming individuals. Emulators are more ambitious and more status conscious than Belongers, and they envy the life-style of the group just ahead of them, the Achievers.
Belongers, the largest VALS group, are stable, hard-working, blue-collar, conforming individuals. Emulators are more ambitious and more status conscious than Belongers, and they envy the life-style of the group just ahead of them, the Achievers. Achievers are successful business people and professionals. Seeking success, they know what they want and make it happen. The three inner-directed VALS categories are quite different. The I-Am-Me's are generally young, highly individualistic, and egocentric.
This sentence"You have our word on it" over a photograph of a plump orange with the Sunkist logo clearly stamped on it makes a powerful statement to consumers about Sunkist oranges. The first time this new combination surfaces is the only time it is considered original. Any similar use that follows is considered derivative, whether or not intentional. Tough standards? That's not the half of it. Not only must the message be conveyed in a fresh way, it has to be a well-thought-out distillation of an advertising strategy.
How to Produce Creative Advertising: Proven Techniques & Applications by Ann Keding