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2007CengageLearningInc.Allrightsreserved.Nopartofthisworkmaybyreproducedorusedinanyformorby
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Chapter3:Targeting
(pp.4262)
Targeting:ChapterOverview
Teenagersareanotoriouslydifficulttoreachtargetgroup.Thisisbecausemanyteensrarelyreadnewspapersand
magazines,andtheirTV,radio,andonlinepreferencesarehighlydivergent.Becauseitisdifficulttoreachteenagerswith
traditionalmassmediachannels,marketersareconstantlyonthelookoutfornontraditional,costeffectivewaystoconnect
withthisevasivetargetaudience.Onecreativeapproachsomemarketersareusingistoappealtothebroadergroupofhigh
schoolstudentsbyreachingouttoassemblagesofcheerleaderswhoattendcheerleadingcampsandotherevents.
Cheerleadersoftenareverypopularinhighschool,andtheiruseofparticularbrandscaninfluenceamuchwidergroupof
teenagersthroughthepowerofwordofmouth.
Procter&Gamble,thehugeconsumerproductscompanylocatedinCincinnati,Ohio,isoneofthemajorparticipantsat
cheerleadingevents.Attheseevents,P&Gdistributesfreesamplesofproductsandassistscheerleadersinareassuchas
providingnutritionalinformationandhavingmakeupartistsoffertipsforapplyingP&G'sCoverGirllineofcosmetics.
Manyothercompaniesalsodistributesamplesandcouponsatcheerleadingeventsinhopesthatthisinfluentialgroupwill
returntotheirschoolsasambassadorsformarketers'newandmaturebrands.
Source:AdaptedfromBrianSteinberg,GimmeanAd!BrandsLureCheerleaders,TheWallStreetJournalOnline,
http://online.wsj.comApril19,2007(accessedApril19,2007).

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dmac/Alamy

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Targeting:ChapterObjectives
ChapterObjectives
Afterreadingthischapteryoushouldbeableto:
1Appreciatetheimportanceoftargetingmarketingcommunicationstospecificconsumergroupsandrealizethatthe
targetingdecisionistheinitialandmostfundamentalofallmarcomdecisions.
2Understandtheroleofbehaviorgraphicsintargetingconsumergroups.
3Describethenatureofpsychographictargeting.
4Explainthemeaningofgeodemographicsandunderstandtheroleforthisformoftargeting.
5Appreciatemajordemographicdevelopmentssuchaschangesintheagestructureofthepopulation.
6Recognizethatanysinglecharacteristicofconsumerswhethertheirage,ethnicity,orincomelevellikelyisnotsolely
sufficientforsophisticatedmarcomtargeting.

Introduction
ThischapterexpandsthediscussionoftargetingthatwasintroducedinChapter1.YouwillrecallthatChapter1provided
amodelofthemarcomprocessanddescribedvariousformsoffundamentalandimplementationdecisions.Thesection
onfundamentaldecisionsconcludedwiththefollowingmantra:
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Allmarketingcommunicationsshouldbe:(1)directedtoaparticulartargetmarket,(2)clearlypositioned,
(3)createdtoachieveaspecificobjective,and(4)undertakentoaccomplishtheobjectivewithinbudget
constraint.
Targetingspecificaudiencescanbeconsideredthestartingpointforallmarcomdecisions.Thus,thepurposeofthis
chapteristodescribehowmarcompractitionerstargetprospectivecustomers.Targetingallowsmarketingcommunicators
todelivertheirmessagespreciselyandpreventwastedcoverageonpeoplefallingoutsidethetargetedmarket.Targeting
thusimpliesefficiencyofeffort.Nottotargetisequivalenttoshootingabasketballwildlyintheairwithoutdirectingit
towardthehoop.Itisdifficultenoughtoconnectonashotfroma20footdistancewhenthatisone'sintent.Imaginehow
unlikelyyouaretomakeashotifyoudon'tconsciouslyconcentrateonaspecifictarget.Suchisthecasewhenmarcom
effortsfailtoconcentrateonaspecificaudience.
Thischapterfocusesonfoursetsofconsumercharacteristicsthatsingularlyorincombinationinfluencewhatpeople
consumeandhowtheyrespondtomarketingcommunications:behaviorgraphics,psychographics,demographics,and
geodemographics.Notethatgraphics,thesuffixforeachoftheseconsumercharacteristics,isatermthatrefersto
measurablecharacteristicsoftargetaudiences.Theprefixtoeachtypeoftargetingrepresentshowtheaudienceis
measured.Specifically,behaviorgraphicsrepresentsinformationabouttheaudience'sbehaviorintermsofpastpurchase
behaviororonlinesearchactivityinaparticularproductcategoryorsetofrelatedcategories.Psychographicscaptures
aspectsofconsumers'psychologicalmakeupandlifestylesincludingtheirattitudes,values,andmotivations.
Demographicsreflectmeasurablepopulationcharacteristicssuchasage,income,andethnicity.Andgeodemographicsis
basedondemographiccharacteristicsofconsumerswhoresidewithingeographicclusterssuchasZIPCodeareasand
neighborhoods.
Subsequentsectionsaredevotedtoallfourgroupsofaudiencedefiningcharacteristics.First,however,itwillbeusefulto
distinguishthefourgeneraltargetingmethodsintermsoftwoconsiderations:(1)howeasyordifficultitistoobtaindata
(i.e.,measure)thecharacteristiconwhichatargetingdecisionistobemade,and(2)howpredictivethecharacteristicisof
consumerchoicebehavior.ThegraphpresentedinFigure3.1laysthesetwoconsiderations

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outasthevertical(measurementease)andhorizontal(behaviorpredictability)dimensions.Itthuscanbeseenthat
demographicdataisrelativelyeasytoobtainbutthatdemographicinformationistheleastpredictiveofconsumerchoice
behavior.Attheotherextreme,behaviorgraphicdataarerelativelydifficultand/orexpensivetoprocurebutarehighly
predictiveofchoicebehavior.Geodemographicandpsychographicdatafallbetweentheseextremes.Thediscussion
proceedsfromthemost(behaviorgraphics)totheleastpredictiveindicatorofbehavior(demographics).

BehaviorgraphicTargeting
Let'smoveforward10yearsandimaginethatyouareasuccessfulentrepreneurwhoownsareallycoolstorelocatedina
trendyarea.Yourestablishmentappealsprimarilytoprofessionalsandwhitecollarworkers.Fromtheverystartofyour
businessfiveyearsago,youhavemaintainedimpeccablerecordsoneverycustomer'spurchases.Youknowpreciselywhen
theyhavepurchased,whatitemstheyhaveselected,andhowmuchtheyhavespent.Nowletussupposethatyouare
goingtorunasaleonacertainlineofmerchandiseandwillannouncethissaleviaacombinationofpostalmailande
mail.Althoughyoucouldsendpostalannouncementstoallofyourcustomers,youwanttobemoreefficientinyour
selectionsoasnottowastemoneyonreachinglessviableprospects.

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Figure
3.1ClassificationofFourGeneralTargetingCharacteristics
Howwouldyoumakethetargetingdecision?Inactuality,youhavenoneedtotargetbasedoncustomers'demographic
characteristics(say,byselectingjustthosebetweentheagesof25and39)ortheirpsychographicprofilesbecauseyou
haveanevenbetterbasisformakingtheselectiondecision.Inparticular,youknowwhethertheyhavemadepast
purchasesofthespecificmerchandiselinethatyouarediscounting.Thus,basedoncustomers'pastbehaviorprofilesyou
knowwhichpeoplearelikelytoberesponsivetoasaleonitemsthattheyhaveorhavenotpreviouslypurchased.
Accordingly,yousendsalesannouncementstoallcustomerswhohavepreviouslypurchasedthemerchandiseinquestion.
Byfocusingontheirpastbehavior,youhaveincreasedtheoddsthatyourmailadvertisingwillreceiveagoodreturnon
yourmarketinginvestmentandthatyouwillnothavewastedaddollarsbydirectingsaleannouncementstoprospects
unlikelytorespondtodiscountsonmerchandisetheytypicallydonotpurchase.

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Thepreviousscenario,albeitsimplistic,describestheessenceofbehaviorgraphictargeting:namely,thatthisformof
targetingisbasedonhowpeoplebehave(withrespecttoaparticularproductcategoryorclassofrelatedproducts)rather
thanintermsoftheirattitudesandlifestyles(psychographics),theirage,income,orethnicity(demographics),orwhere
theylive(geodemographics).Behaviorgraphicsprovidethebestbasisfortargetingmarcommessagestocustomersinsofar
asthebestpredictorofsomeone'sfuturebehaviorishisorherpastbehavior.Frankly,thereislittleneedtotargetcustomers
usinganyofthenonbehavioralbasesfortargetingifbehaviorgraphicdetailsareavailable.However,insomemarcom
situationsbehaviorgraphicinformationisnotavailable,andmarketingcommunicatorsresorttotheinferiorbasesfor
targetingasamatterofnecessity.Forexample,marketersoftrulyinnovativenewproductshavenopastbehavior
informationonwhichtoidentifythebestprospectivecustomers.Similarly,manymanufacturersofproductsthataresoldin
retailoutletswhereopticalscanningmachinesareunavailablehavenowayoftrackingcustomerpurchasebehavior.In
contrast,massmarketersofCPGitems(i.e.,consumerpackagegoods)dohavedetailedrecordsonconsumerpurchase
behaviorthatareavailablefromfirmsthattrackviaopticalscannersinsupermarketsandotherretailoutletsthespecific
itemspeoplepurchaseandtheconditionsunderwhichpurchasesaremade(e.g.,withorwithoutacoupon).Likewise,most
B2Bmarketershavedetailedrecordsoncustomerpurchasebehaviorandthusareinanidealsituationtotargetfuture
communicationstowardbestprospectsbasedontheirpastpurchasingpatterns.

OnlineBehavioralTargeting
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Inadditiontobehaviorbasedtargetinginconventionalretailingcontexts,anevenmoreidealvenueforthisformof
targetingistheInternet.Websitesincreasinglyaretrackingtheirusers'onlinesiteselectionbehaviorsoastoenable
advertiserstoservetargetedads.CompaniessuchasRevenueScienceandTacodatrackInternetusers'surfingbehaviors
andprovidethisinformationtoadvertisersthatwishtotargetprospectivecustomersbasedontheironlinesearchbehavior.
Forexample,supposeamanufacturerofgolfingequipment(acompanysuchasCallowayGolfCompany)wishestoreach
thebestprospectsforpurchasingitsnewestdriveraclublikelytocost$300ormore.Turningtoacompanysuchas
RevenueScienceorTacoda,Callowaywouldrequesttheprovidertoidentifyprospectivecustomerswhospendalotof
timevisitinggolfrelatedWebsites.Withknowledgeoftheseindividuals,itistechnologicallysimple(byinserting
cookiesoncomputersthatidentifyWebusers'siteselectionbehavior)toplaceadsforCalloway'snewdriveronsites
visitedbythesegolfsurfersgolfrelatedorotherwise.Theessenceofonlinebehavioraltargetingisthusamatterof
directingonlineadvertisementstojustthoseindividualswhomostlikelyareinterestedasindicatedbytheironlinesite
selectionbehaviorinmakingapurchasedecisionforaparticularproductcategory.
Abasicaxiomoftargetedmarketingcommunicationsistoaimwheretheducksareflying.Inotherwords,ratherthan
shootingagunwildlyintheairandhopingthataduckmightpassby,aduckhunterincreaseshisorheroddsofdowninga
duckifheorsherefrainsfromshootinguntilflyingduckshavebeenidentified.Butnotallmarcompractitionersheedthis
advice.Behaviorgraphicsisatargetingapproachthatembodiestheaimwheretheducksareflyingaxiom.
AmericanAirlinesemployedtheserviceofRevenueSciencetoidentifybestprospectsforplacingonlineads.Peoplewho
visitedWebsitescontainingtravelarticleswerepinpointedontheassumptionthattheseindividualslikelytraveledon
businessatleastoccasionally.AdsforAmericanAirlineswereaccordinglyplacedontheWebsiteofTheWallStreet
Journal(http://online.wsj.com)wheneverindividualsidentifiedasbusinesstravelersvisitedthisWebsite.This
behavioraltargetingcampaignenjoyedconsiderablesuccess.1
TopromoteAquafinaAlive,anewbrandoflowcalorievitaminenhancedwater,PepsiColaemployedtheservicesof
TacodatoidentifythebestWebsitesforreachinghealthconsciousconsumers.Tacoda,whichtracksanetworkof4,000
sites,followedforamonththetraffictoWebsitesfeaturinghealthylifestyles.PopupadsforAquafinaAlivewerethen
placedonthebestofthesesitesforreachinghealthconsciouspeople.Theresultsofthead

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campaignrevealedthatincomparisonwithpreviouscampaigns,Pepsirealizedathreefoldincreaseinthenumberof
peopleclickingontheAquafinaAliveads.2

PrivacyConcerns
Astypicallyisthecase,technologicaladvancesinmarketingbringwiththemincreasedabilitytoserveconsumersbutalso
attheriskofinvadingprivacy.Appliedinthecontextofonlinebehaviortargeting,Websurfersareincreasinglymore
likelytobeservedwithadsforproductsthataremostrelevanttotheirinterests.However,thisadvantagecomesatthe
expensethatcompaniessuchasRevenueScienceandTacodahaveaccesstoourInternetsearchbehaviorwithoutour
approvalorknowledge.What'stheharm?It'seasytoargueoneithersideoftheissue.Ontheplusside,tobetargetedwith
onlythoseadsthatwearemostlikelyinterestedinisagoodthing.Ontheotherside,whowantsBigBrotheroverlooking
whatwedo?Wouldyouwantsomeoneobserving,iftheycould,everyTVprogramyouviewedduringthecourseofa
year?Probablynot.HerethenisthesameissueasitappliestotheInternet.Doyouwantcommercialfirmstrackingyour
surfingbehavior?Asalwaysinlife,therearetradeoffstobemade.

PsychographicTargeting
Historically,marketersbasedtheirtargetingdecisionsalmostexclusivelyontheiraudiences'demographiccharacteristics
considerationssuchasthemarket'sage,gender,incomelevel,andrace/ethnicity.Sophisticatedpractitionerseventually
realized,however,thatdemographicinformationtellsonlypartofthestoryaboutconsumers'buyingpreferences,
mediausagehabits,andpurchasebehaviors.Itisforthisreasonthatmarketingcommunicatorsalsobeganinvestigating
consumers'psychographiccharacteristicstoobtainaricherunderstandingofhowbesttoinfluenceconsumerstorespond
favorablytomarcomefforts.
Consider,forexample,howyoumightgoaboutidentifyingtargetcustomersifyouweremarketingtoprospectivecruise
linetravelers.Demographicinformationsuchasageandincomeundoubtedlywouldplaysomeroleindefining
appropriateaudiencesthatis,youmightexpectsomewhatolderindividuals(35plus)andthosewithaverageorhigher
incomestobeprimeprospects.Butnoteveryoneinthesameageorincomecategorieswouldbeequallyresponsiveto,say,
advertisementsforcruisestotheCaribbean.Notallbabyboomersandelderlyconsumersaregoodcandidatesforcruises
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onlythoseboomersandelderswhoaremembersoftwoparticularpsychographicsegmentspamperedrelaxersand
globalexplorersareprimeprospectsforcruising.3
Ingeneral,psychographicsreferstoinformationaboutconsumers'attitudes,values,motivations,andlifestylesasthey
relatetobuyingbehaviorinaparticularproductcategory.Forexample,apsychographicstudyofsportsutilityvehicles
(SUVs)wouldassessthetypesofactivitiesownersofSUVsparticipatein(e.g.,campingandfishing,tailgatingatsporting
events,haulinglawncareitemsanddoityourselfbuildingmaterials)andmeasuretheirvaluesandattitudestowardissues
relatedtoowningornotowninganSUV(e.g.,howmuchvaluetheyplaceonsafety,theirviewstowardtheenvironment,
andtheirneedforcontrol).Thisinformationwouldbeusefulindesigningadvertisingmessagesandselectingappropriate
mediaoutlets.

CustomizedPsychographicProfiles
Numerousmarketingresearchfirmsconductpsychographicstudiesforindividualclients.Thesestudiesaretypically
customizedtotheclient'sspecificproductcategory.Thequestionnaireitemsincludedinacustomizedpsychographics
studyareselectedinviewoftheuniquecharacteristicsoftheproductcategory.Table3.1presentsasetofillustrative
statementsthatwereincludedinapsychographicstudyofconsumers'bankingpractices.Surveyrespondents

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Table3.1IllustrativeStatementsUsedInaBankingRelatedPsychographicStudy
Alocalbankismorelikelyto
lendmemoney.
Bankersdon'tknowasmuchas
brokersaboutinvestments.
Irelyonabanker'sadviceabout
managingmoney.
Mydebtistoohigh.
I'dneverconsideranaccountat
abankthatdoesn'thavean
ATM.

Alongtermrelationshipwitha
bankismoreimportantthan
price.
Allbanksarethesame.
Ipreferafixedpriceforall
servicesprovidedtome.
Ialwaysshoparoundforthebest
deal.
Ienjoygoingtothelobbytodo
mybankingbusiness.

Thereisneverenoughtimeto
studyallthefinancial
alternatives
Iworryaboutsavingenough
moneyforthefuture.
I'dratherinvestinMutual
FundsthanCDs.

Source:JamesW.Peltier,JohnA.Schibrowsky,DonE.Schultz,andJohnDavis,InteractivePsychographics:Cross
SellingintheBankingIndustry,JournalofAdvertisingResearch42(March/April2002),Table1.Reprintedfromthe
JournalofAdvertisingResearch,Copyright2002,bytheAdvertisingResearchFoundation.

Table3.1IllustrativeStatementsUsedInaBankingRelatedPsychographicStudyJamesW.Peltier,JohnA.
Schibrowsky,DonE.Schultz,andJohnDavis,InteractivePsychographics:CrossSellingintheBankingIndustry,
JournalofAdvertisingResearch42(March/April2002),Table1.ReprintedfromtheJournalofAdvertisingResearch,
Copyright2002,bytheAdvertisingResearchFoundation.
answeredthesestatementsintermsofhowstronglytheyagreedordisagreedwitheach.Researchersthenanalyzedthe
resultsand,basedonresponsestotheseitems,wereabletocategorizethe1,000respondentsintofourpsychographic
groupsworriedtraditionalists,bankloyalists,securedinvestors,andthriftybankers.Itwasdeterminedthat
peopleclassifiedintothesegroupsdifferedsubstantiallyintermsofvariousbankingbehaviors.4Theregionalbankthat
sponsoredthisstudyusedtheseresultstobetterserveallfoursegmentsbydesigningnewservicesappropriateforeachand
communicatingdifferentlytocustomersineachgroup.Forexample,communicationsaimedatworriedtraditionalists
emphasizedsafetyandsecurity,whereasrateofreturnreceivedgreateremphasisincommunicationstargetedtosecured
investors.

GeneralPurposePsychographicProfiles
Inadditiontopsychographicstudiesthatarecustomizedtoaclient'sparticularneeds,brandmanagerscanpurchaseoff
theshelfpsychographicdatafromservicesthatdeveloppsychographicprofilesofpeopleindependentlyofanyparticular
productorservice.OneofthebestknownoftheseistheYankelovichMindBasepsychographicsegmentationscheme.
Yankelovich'sMindBaseconsistsofeightgeneralsegmentsand32specificsubsegments.Table3.2summarizestheeight
generalMindBasesegmentsandlabelsthesewithdescriptivetermssuchasIamExpressive,IamRockSteady,andI
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amSophisticated.Directmarketersandothermarketingcommunicatorscanusetheseprofilesfordesigningcreative
advertisingcampaignsthatbestmatchtheattitudes,values,andlifestylesoftheirtargetaudiences.
AsecondwellknownpsychographicsegmentationschemeisSRIConsultingBusinessIntelligence's(SRICBI's)VALS
system.TheU.S.VALSsegmentationschemeplacesAmericanadultconsumersintooneofeightsegmentsbasedon
psychologicalcharacteristicsthatarerelatedtopurchasebehaviorandseveralkeydemographicvariablessuchasageand
householdincome.JapanVALSandU.K.
VALSareavailableforunderstandingconsumersinthosecountries.(Youcandetermineyoursegmentationgroupingby
answeringthequestionsonasurveyavailableathttp://www.sricbi.com/VALS/presurvey.shtml.)
Figure3.2presentstheeightVALSsegments.Thehorizontaldimensioninthisfigurerepresentsindividuals'primary
motivations,whetherintermsoftheirpursuitofideals,theirneedforachievement,ordrivetoselfexpress.Thevertical
dimensionreflectsindividuals'resourcesasbasedontheireducationalaccomplishments,incomelevels,health,energy,
andconsumerism.Forexample,ascanbegleanedfromFigure3.2,ThinkersandBelieversbotharemotivatedbythe
pursuitofideals,butThinkershavegreaterfinancialresourcesthanBelievers.Similarly,bothExperiencersand
Makersaredrivenbytheneedforselfexpression,

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Table3.2YankelovichMindBaseSegments
IamExpressivemymottoisCarpeDiem
IlivelifetothefullestandI'mnotafraidtoexpressmypersonality.I'mactiveandengagedandIembodyatruelivein
thenowattitudewithafirmbeliefthatthefutureislimitlessandthatIcanbeordoanythingIputmymindto.
IamDrivenmymottoisNothingVentured,NothingGained
I'mambitiouswithadrivetosucceedbothpersonallyandprofessionally.Ithinkofmyselfasselfpossessedand
resourceful,andI'mdeterminedtoshowtheworldI'montopofmygameinallIdo,fromcareerambitionstofamily,
home,andmysociallife.
IamAtCapacitymymottoisTimeisoftheEssence
MylifeisverybusyandI'mlookingforcontrolandsimplification.Iamademandingandvocalconsumer,andI'm
lookingforconvenience,respect,andahelpinghandsoIcandevotemoreofmytimetotheimportantthingsinlife.
IamRockSteadymymottoisDotheRightThing
Ithinkofmyselfasapositiveindividual.Idrawenergyfrommyhomeandfamily.I'mdedicatedtolivinganupstanding
lifeandIlistentomyowninstinctsintermsofmakingthoughtfuldecisionsinmypersonallifeandinthemarketplace.
IamDowntoEarthmymottoisEaseonDowntheRoad
I'mcruisingdownlife'spathatmyownpace,seekingsatisfactionwhereIcan.I'mlookingtoenhancemylife,stretch
myselftotrynewthings,andtreatmyselfthroughnovelexperiencesandproductsalongtheway.
IamSophisticatedmymottoisSenseandSensibility
Iamintelligent,upstandingandIhaveanaffinityforthefinerthingsinlife.Ialsohavehighexpectationsbothformyself
andforthecompaniesIgivemybusiness.IamdedicatedtodoingastellarjobatworkbutIbalancemycareerdedication
withapassionforenrichingexperiences.
IMeasureTwicemymottoisAnOunceofPrevention
I'mamatureindividualandIliketothinkofmyselfonalifepathtoactualizationandfulfillment.Iliveahealthy,active
life.I'mdedicatedtoensuringthatmyfutureisbothsecureandhighlyrewardingandvitalized.
IamDevotedmymottoisHomeisWheretheHeartis
I'mtraditionalandrootedinthecomfortsofhome.Somewouldsaymybeliefsareconventional,buttheymakesenseto
me.I'mspiritualandcontentwithmylife.IlikethingsthewaytheyhavealwaysbeenandIdon'tneednoveltyfor
novelty'ssakeornewfangledtechnology.
Source:YankelovichMindBase/Segments,http://www.yankelovich.com/index.php?
option=com_content&task=category&sectionid=21&id=42&Itemid=88.Yankelovich2005.

Table3.2YankelovichMindBaseSegmentsYankelovichMindBase/Segments,http://www.yankelovich.com/index.php?
option=com_content&task=category&sectionid=21&id=42&Itemid=88.Yankelovich2005.
butMakershavefewerresourcesthanExperiencers.EachoftheeightsegmentsintheVALSframeworkisnow
described.5
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Innovatorsaresuccessful,sophisticated,takechargepeoplewithhighselfesteem.Becausetheyhave
suchabundantresources,theyexhibitallthreeprimarymotivations(i.e.,ideals,achievement,andself
expression)invaryingdegrees.Theyarechangeleadersandarethemostreceptivetonewideasand
technologies.Innovatorsareveryactiveconsumers,andtheirpurchasesreflectcultivatedtastesforupscale,
nicheproductsandservices.

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Figure3.2The8VALS
Segments
Thinkersaremotivatedbyideals.Theyaremature,satisfied,comfortable,andreflectivepeoplewhovalue
order,knowledge,andresponsibility.Theytendtobewelleducatedandactivelyseekoutinformationin
thedecisionmakingprocess.Theyarewellinformedaboutworldandnationaleventsandarealertto
opportunitiestobroadentheirknowledge.Thinkershaveamoderaterespectforthestatusquoinstitutions
ofauthorityandsocialdecorum,butareopentoconsidernewideas.Althoughtheirincomesallowthem
manychoices,Thinkersareconservative,practicalconsumerstheylookfordurability,functionality,and
valueintheproductstheybuy.
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Believers,likeThinkers,aremotivatedbyideals.Theyareconservative,conventionalpeoplewith
concretebeliefsbasedontraditional,establishedcodes:family,religion,community,andthenation.Many
Believersexpressmoralcodesthataredeeplyrootedandliterallyinterpreted.Theyfollowestablished
routines,organizedinlargepartaroundhome,family,community,andsocialorreligiousorganizationsto
whichtheybelong.Asconsumers,Believersarepredictabletheychoosefamiliarproductsandestablished
brands.TheyfavorAmericanproductsandaregenerallyloyalcustomers.
Achievers,whoaremotivatedbythedesireforachievement,havegoalorientedlifestylesandadeep
commitmenttocareerandfamily.Theirsociallivesreflectthisfocusandarestructuredaroundfamily,their
placeofworship,andwork.Achieversliveconventionallives,arepoliticallyconservative,andrespect
authorityandthestatusquo.Theyvalueconsensus,predictability,andstabilityoverrisk,intimacy,andself
discovery.Withmanywantsandneeds,Achievers

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areactiveintheconsumermarketplace.ImageisimportanttoAchieverstheyfavorestablished,prestige
productsandservicesthatdemonstratesuccesstotheirpeers.Becauseoftheirbusylives,theyareoften
interestedinavarietyoftimesavingdevices.
Striversaretrendyandfunloving.Becausetheyaremotivatedbyachievement,Striversareconcerned
abouttheopinionsandapprovalofothers.MoneydefinessuccessforStrivers,whodon'thaveenoughofit
tomeettheirdesires.Theyfavorstylishproductsthatemulatethepurchasesofpeoplewithgreatermaterial
wealth.Manyseethemselvesashavingajobratherthanacareer,andalackofskillsandfocusoften
preventsthemfrommovingahead.Striversareactiveconsumersbecauseshoppingisbothasocialactivity
andanopportunitytodemonstratetopeerstheirabilitytobuy.Asconsumers,theyareasimpulsiveastheir
financialcircumstancewillallow.
Experiencersaremotivatedbyselfexpression.Asyoung,enthusiastic,andimpulsiveconsumers,
Experiencersquicklybecomeenthusiasticaboutnewpossibilitiesbutareequallyquicktocool.Theyseek
varietyandexcitement,savoringthenew,theoffbeat,andtherisky.Theirenergyfindsanoutletinexercise,
sports,outdoorrecreation,andsocialactivities.Experiencersareavidconsumersandspendacomparatively
highproportionoftheirincomeonfashion,entertainment,andsocializing.Theirpurchasesreflectthe
emphasistheyplaceonlookinggoodandhavingcoolstuff.
Makers,likeExperiencers,aremotivatedbyselfexpression.Theyexpressthemselvesandexperiencethe
worldbyworkingonitbuildingahouse,raisingchildren,fixingacar,orcanningvegetablesandhave
enoughskillandenergytocarryouttheirprojectssuccessfully.Makersarepracticalpeoplewhohave
constructiveskillsandvalueselfsufficiency.Theylivewithinatraditionalcontextoffamily,practical
work,andphysicalrecreationandhavelittleinterestinwhatliesoutsidethatcontext.Makersare
suspiciousofnewideasandlargeinstitutionssuchasbigbusiness.Theyarerespectfulofgovernment
authorityandorganizedlabor,butresentfulofgovernmentintrusiononindividualrights.Theyare
unimpressedbymaterialpossessionsotherthanthosewithapracticalorfunctionalpurpose.Becausethey
prefervaluetoluxury,theybuybasicproducts.
Survivorslivenarrowlyfocusedlives.Withfewresourceswithwhichtocope,theyoftenbelievethatthe
worldischangingtooquickly.Theyarecomfortablewiththefamiliarandareprimarilyconcernedwith
safetyandsecurity.Becausetheymustfocusonmeetingneedsratherthanfulfillingdesires,Survivorsdo
notshowastrongprimarymotivation.Survivorsarecautiousconsumers.Theyrepresentaverymodest
marketformostproductsandservices.Theyareloyaltofavoritebrands,especiallyiftheycanpurchase
thematadiscount.
Todeterminethebestprospectivecustomertargetforanewproductorservice,acompany'sproductdesignteamcould
workwiththeSRICBIconsultinggroup.Imagine,forexample,thatanautomobilemanufacturerisinterestedingauging
receptivitytoaninnovativenewautomobiledesign.Aseriesoffocusgroupscouldbeheldwhereeachgroupiscomposed
ofjustoneVALStype(forexample,onefocusgroupcomprisedofInnovators,anothergroupcomprisedofAchievers,etc.).
Generally,eachVALStyperespondsdifferentlytodiverseproductfeatureandbenefitsets.Gettingfocusgroupfeedback
byVALStypewouldallowthenewproductteamtoselectasthetargettheconsumergroupthatrespondsmostpositively
tothenewdesignconcept.Havingaclearlydefinedtargetandaclearunderstandingoftheirpreferencesandneedswould
enablethedesignteamtofocusitsworkeffectively.Laterintheprocess,knowledgeoftheVALStargetwouldassist
marketingcommunicatorsinhowbesttopositiontheirproductsandwhichcreativeappealswouldbemosteffective.
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GeodemographicTargeting
Thewordgeodemographicisaconjunctionofgeographyanddemography,whichbeautifullydescribesthisformof
targeting.Thepremiseunderlyinggeodemographictargetingisthatpeoplewhoresideinsimilarareas,suchas
neighborhoodsorpostalZIPCodezones,also

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sharedemographicandlifestylesimilarities.Hence,knowingwherepeoplelivealsoprovidessomeinformationregarding
theirgeneralmarketplacebehaviors.Severalcompanieshavedevelopedservicesthatdelineategeographicalareasinto
commongroups,orclusters,whereinresidepeoplewithsimilardemographicandlifestylecharacteristics.Thesecompanies
(andtheirservices,inparentheses)includeCACI(ACORN),DonnellyMarketing(ClusterPlus),Experian(MOSAIC),
Claritas(PRIZMNE),andSRICBC(GeoVALS).ThefollowingsectiondescribesClaritas'PRIZMNEsystemof
geodemographicprofiling.Geodemographicclusteringsystemshavebeendevelopedinmanycountriesotherthanthe
UnitedStates,includingCanada,mostcountriesinWesternEurope,someAfricancountries,Australia,andJapan.6
PRIZMNEisanacronyminwhichPRIZMstandsforPotentialRatingIndexbyZIPMarketsandNErepresentsthenew
evolutionofClaritas'originalsegmentationsystem.ThePRIZMNEclassificationsystemdelineateseveryneighborhood
intheUnitedStatesintooneof66clustersbasedonananalysisofneighborhoods'demographiccharacteristics.These
characteristicsincludevariablessuchaseducationalattainment,race/ethnicity,predominantagerange,occupational
achievement,andtypeofhousing(e.g.,ownedversusrented).Sophisticatedstatisticalanalysisofthesedemographic
characteristicshasenabledClaritastoidentify66groups,orclusters,ofneighborhoodsthatsharesimilardemographic
profiles.Eachclusterislabeledwithacolorfulanddescriptiveterm.IllustrativenamesincludeUpperCrust,BigFish,
SmallPond,BohemianMix,CountryCasuals,WhitePicketFences,Heartlanders,SuburbanPioneers,and
CityRoots.Letusbrieflycharacterizethreeoftheseclusterstogiveyouasenseofhowtheclustersarecharacterized.7
BohemianMixcapturesacollectionofyoung,mobileurbaniteswhorepresentthenation'smostliberallifestyles.
BohemianMixersareablendofyoungsinglesandcouples,studentsandprofessionals,Hispanics,AsianAmericans,
AfricanAmericans,andwhites.Theyaredisproportionatelylikelytobeearlyadopterswhoarequicktoattendthelatest
movie,frequentthenewestnightclub,oradoptthemostuptodatelaptop.BohemianMixhouseholdsrepresentnearly2
percentofallU.S.households.TheaverageoccupantofaBohemianMixhouseholdislessthan35yearsoldhasan
incomeofabout$50,000likelyisunmarriedrentsanapartmentorlivesinahighriseiscollegeeducatedandis
employedasaprofessionalorinawhitecollarposition.Heorsheisnotdefinedbyanyparticularraceorethnicity.
WhitePicketFencesrepresentsthosehouseholdsatthemiddleoftheU.S.socioeconomicladder.Peoplelivinginthese
householdsarepredominantlyyoung,middleclass,andmarriedwithchildrenastereotypicalAmericanhouseholdof
previousgenerations.Now,however,ratherthanbeingalmostexclusivelywhite,WhitePicketFencersreflectethnic
diversitywithlargenumbersofAfricanAmericanandHispanichouseholds.Householdssuchastheserepresentslightly
over1percentofallU.S.households.TheaverageoccupantofaWhitePicketFencehouseholdfallsintheagerangeof25
to44,hasanincomeofaround$48,000,ismarriedwithchildren,hassomecollegeeducation,andworksinavarietyof
jobsrangingfrombluetowhitecollaroccupations.
SuburbanPioneersincludesneighborhoodswhereoccupantsliveeclecticlifestylesandincludesamixofyoungsingles,
recentlydivorced,andsingleparentswhohavemovedintoolder,innerringsuburbs.Theyresideinaginghomesand
gardenstyleapartmentbuildings.ThemixofAfricanAmerican,Latino,andwhiteresidentsworkinmostlybluecollar
jobsandliveaworkingclasslifestyle.TheaverageoccupantofSuburbanPioneerhouseholdsisunderage45,earnsan
incomearound$33,000,andhasahighschooleducationorless.Justover1percentofU.S.householdsfallintothis
cluster.
ManymajormarketersusePRIZMNE,Donnelly'sClusterPlus,oranothergeodemographicclusteringservicetohelpthem
withimportantmarcomdecisions.Selectinggeographicallocalesfornarrowcastingtelevisionadvertisementsand
identifyingappropriatehouseholdsfordirectmailingsarejusttwomarcomdecisionsthatarefacilitatedbytheavailability
ofgeodemographicdata.Needlesstosay,geodemographicdataareextremelyusefulforothermarketingpurposessuchas
decidingwheretolocatenewstores.
IfyouwouldliketoknowhowtheneighborhoodinwhichyougrewuporresidedwouldbeclassifiedbythePRIZMNE
system,enterYouAreWhereYouLiveintoGoogleoranothersearchengine.ClickontheURLtowhichyouare
directed,andwhenyouarriveatthissitesubmityourhomeneighborhood'sfivedigitZIPCode.Youwillseethemajor
clustersthatcharacterizeyourownneighborhood.ForforeignnationalsstudyingintheUnited
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States,youmightwanttoenteryourcollegeoruniversity'sZIPCodetoidentifyhowthesurroundingneighborhoodis
classified.StudentsincountriesoutsidetheUnitedStatesshouldgoonlinetoidentifywhetheryourcountryhasaPRIZM
systeminplace.SeetheGlobalFocusinsertfordiscussionofaformofgeodemographictargetingthatwasusedin
marketingultrasoundmachinestoruraldoctorsinIndia.

DemographicTargeting
Thissectionexaminesthreemajordemographicaspectsthathaveconsiderablerelevanceformarcompractitioners:(1)the
agestructureofthepopulation(e.g.,children,GenerationsXandY,andbabyboomers)(2)thechanginghousehold
composition(e.g.,theincreaseinthenumberofsinglepersonhouseholds)and(3)ethnicpopulationdevelopments.The
focusis,necessarily,exclusivelyoncharacteristicsoftheU.S.population.Althoughthesameconsiderationsarerelevant
elsewhere,theparticularsarecountryspecific.InterestedreadersfromcountriesoutsidetheUnitedStatescanobtain
detaileddemographicinformationfromagovernmentagencythatisequivalenttotheU.S.CensusBureau,whichisa
divisionoftheDepartmentofCommerce.BeforeexaminingfeaturesoftheU.S.population,itwillbehelpfultoplace
thesetopicsincontextbyfirstexaminingpopulationgrowthandgeographicdistributionoftheworldandU.S.
populations.
Atthetimeofthiswriting,thetotalpopulationofhumanbeingsontheearthisestimatedtobeapproximately6.67billion
people.(ForadailyupdateontheprojectedworldandU.S.populations,goto
http://www.census.gov/main/www/popclock.html.)Theworldpopulationisexpectedtogrowtoapproximately8billion
peoplebytheyear2025and9billionby2050.

TheChangingAgeStructure
Oneofthemostdramaticfeaturesofthepopulationisitsrelentlessaging.ThemedianageofAmericanswas28in1970,
30in1980,33in1990,36in2000,andisprojectedtobeabout38by2025.Table3.4presentspopulationfigures
distributedbyagegroup.ThefollowingsectionsexaminemajoragegroupingsoftheU.S.populationandtheimplications
theseholdformarcomefforts.Discussionproceedsfromtheyoungestagecohort,preschoolers,totheelderly.First,
however,itwillbehelpfultooverviewtheepochaleventnamely,thebabyboomthathasaffectedfuturegenerations
andthegeneraltrendtowardaneveragingpopulation.
Table3.3LargestAncestralGroupsofU.S.Residents
Ancestry
German
Irish

PercentageofU.S.Population
15.2%
10.8

AfricanAmerican

8.8

English

8.7

American

7.2

Mexican

6.5

Italian

5.6

Polish

3.2

French

3.0

AmericanIndian

2.8

Scottish

1.7

Dutch

1.6

Norwegian

1.6

ScotchIrish

1.5

Swedish

1.4

Source:ACountybyCountyLookatAncestry,USAToday,July1,2004,7A.Reprintedwithpermission.

Table3.3LargestAncestralGroupsofU.S.ResidentsACountybyCountyLookatAncestry,USAToday,July1,
2004,7A.Reprintedwithpermission.
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Demographers(peoplewhostudydemographictrends)termedthebirthofaround77millionAmericansbetween1946and
1964thebabyboomgeneration.ThispopulationboomperiodfollowingtheendofWorldWarII(in1945)persistedfor
nearlytwodecades.Using2009asapointofreference,theyoungestpersonclassifiedasaboomerwouldbe45,andthe
oldestbabyboomerwouldbe63.Effectsofthebabyboom(andsubsequentbust)havebeenmanifestedinthefollowing
majorpopulationdevelopments:
1.Theoriginalbabyboomerscreatedaminibabyboomastheyreachedchildbearingage.AsshowninTable3.4,the
numberofchildrenandteenagersintheUnitedStatestotaledabout82millionin2006.
Table3.4PopulationoftheUnitedStatesbyAgeGroup,asof2006
Age

Population(millions)

PercentofTotal

Under5

20.42

6.8

59

19.71

6.6

1014

20.63

6.9

1519

21.32

7.1

Total

82.08

27.35

2024

21.11

7.0

2529

20.71

6.9

3034

19.71

6.6

Total

61.53

20.51

3539

21.19

7.1

4044

22.48

7.5

4549

22.80

7.6

5054

20.48

6.8

Total

86.95

28.98

5559

18.22

6.1

6064

13.36

4.5

Total

31.58

10.52

6569

10.38

3.5

7074

8.54

2.8

Total

18.92

6.31

7579

7.38

2.5

8084

5.67

1.9

ChildrenandTeens(<20)

YoungAdults(2034)

MiddleAgers(3554)

Olders(5564)

Elders(6574)

TheVeryOld(75+)

85+

5.96

2.0

Total

19.01

6.34

TotalU.S.Population

300.07

100%

Source:YearAgeGroupsfortheUnitedStates,PopulationDivision,U.S.CensusBureau,May17,2007.

Table3.4PopulationoftheUnitedStatesbyAgeGroup,asof2006YearAgeGroupsfortheUnitedStates,Population
Division,U.S.CensusBureau,May17,2007.

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2.Duetoalowbirthratefromthemid1960sthroughthe1970s(priortothetimewhenmostbabyboomerswereof
childbearingage),relativelyfewbabieswereborn.Therenowareproportionatelyfeweryoungadults(ages20to34)than
therewereinpriorgenerations.
3.Thenumberofmiddleagers(ages35to54)hasincreaseddramatically,totalingnearly87millionAmericansasof2006.
Thismaturingofthebabyboomershasbeenoneofthemostsignificantdemographicdevelopmentsmarketersfaced.

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ChildrenandTeenagers
ThegroupofyoungAmericansage19andyoungerhasfallendramaticallyfrom40percentofthepopulationin1965
(duringthebabyboomheyday)toslightlyover27percentofthepopulationin2006.Yetthisremainsasubstantialgroup,
withover80millionoccupants.(SeeTable3.4forspecificbreakdownsbyagegroupi.e.,under5,5to9,10to14,and15
to19.)
Marketerstypicallyrefertochildrenages4through12askidstodistinguishthiscohortfromtoddlersandteenagers.
Childreninthisbroadgroupingeitherdirectlyspendorinfluencethespendingofbillionsofdollarsworthofpurchases
eachyear.Aggregatespendingbykidsoronbehalfofthisagegrouproughlydoubledeverydecadeinthe1960s,1970s,
and1980s,andtripledinthe1990s.
Preschoolers
Preschoolagechildren,age5oryounger,representacohortthathasgrownsubstantiallyinrecentyears.Morebabieswere
bornintheUnitedStatesin1990(4.2million)thanatanytimesincethebabyboompeakof4.3millionbabiesbornin
1957.Marketersoftoys,furnitureitems,clothing,food,andmanyotherproductsandservicesroutinelyappealtothe
parentsofthesechildren,or,onoccasion,directlytothekidsthemselves.
ElementarySchoolAgeChildren
Thisgroupincludeschildrenages6to11.Thesechildrendirectlyinfluenceproductpurchasesandindirectlyinfluence
whattheirparentsbuy.Childreninthisgroupinfluencetheirparents'choiceofclothingandtoysandeventhebrand
choiceofproductssuchastoothpasteandfoodproducts.Advertisingandotherformsofmarketingcommunicationsaimed
atyoungchildren,ortheirfamilies,haveincreasedsubstantiallyinrecentyears.Numerousnewproductsannuallyhitthe
shelvestocatertokids'tastes.Forexample,Mattel,whichisknownforitslineofHotWheelstoycars,hasextendedthe
brandintotheareaofmarketingskateboards,snowboards,andextremesportsapparelundertheHotWheelsname.The
WaltDisneyCompanyintroducedtheDisneyDreamDeskPC,acomputerandmonitorcombowherethemonitoris
shapedintheformofMickeyMouseears.Marketersareincreasinglyreachingtheseyoungconsumers,especiallygirls,via
onlinevirtualcommunities.TheBarbieGirlssite,forexample,hasmillionsofregisteredusers.8(Tolearnmoreabouthow
childrenaresocializedasconsumersanddevelopunderstandingofadvertising,thereaderisencouragedtoexaminethe
articlesidentifiedinthefollowingfootnote.)9
Tweens
Acategoryofchildrenthatmarketershavedubbedtweensnotquitekidsnoryetteenagersisanagecohortactively
involvedinconsumption.Tweensareusuallyclassifiedaschildrenbetweentheagesof8and12.Tweensgenerallyhave
wellformedideasaboutwhatbrandstheylikeanddislikeandarelargelyinfluencedbytheirpeerstoownthoseproducts
andbrandsthatareconsideredcool.RetailerssuchasLimitedToogearmuchoftheirmarcomeffortsatgarneringtweens'
growingdesireforfashionableclothingitems(www.limitedtoo.com).
Animportantstudyoftweens(includingalsosometeensage13and14)examinedtheirmaterialisticvaluesandhowthese
valuesrelatetoavarietyofdemographicvariables,purchaserelatedbehaviors,andinvolvementwithadvertisementsand
promotions.10Tomeasurematerialismwhichincludesthedesiretobuyandownproducts,theenjoymentoftheseitems,
andthedesireformoneythatenablestheacquisitionofproductstheresearchersdevelopedameasurecalledtheyouth
materialismscale(theYMS).Participantsrespondedto10statementswithresponseoptionsrangingfromdisagreealot
toagreealot.IllustrativestatementsincludeI'dratherspendtimebuyingthingsthandoingalmostanythingelseI
reallyenjoygoingshoppingandWhenyougrowup,themoremoneyyouhave,thehappieryouare.Basedona
nationalsampleofU.S.households,nearly1,000youthsbetweentheagesof9and14completedtheYMSandanswereda
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numberofotherquestions.TheresearchersstatisticallycorrelatedscoresontheYMSwiththeseothermeasuresand
producedthefollowingsetofillustrativefindings:
1.Boysaremorematerialisticthangirls.
2.Youthsfromlowerincomehouseholdsaremorematerialistic.
3.Highlymaterialisticyouthsshopmorefrequently.

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4.Highlymaterialisticyouthsshowagreaterinterestinnewproducts.
5.Highlymaterialisticyouthsare:(a)morelikelytowatchTVcommercials,(b)morelikelytoaskparentstobuy
productsbecausethey'veseenthemonTV,(c)moreresponsivetocelebrityendorsements,(d)morelikelytoexert
pressureontheirparentstopurchaseproducts,(e)inclinedtowantmorespentonthemforChristmasandbirthdays,
and(f)pronetolikeschoollessandtohavesomewhatpoorergrades.
Teenagers
Consumersinthisagegroup,totalingintheUnitedStatesover25million13to19yearolds,havetremendousearning
powerandconsiderableinfluenceinmakingpersonalandhouseholdpurchases.11Teenagersoftenarereferredtoas
membersoftheMillennialGenerationorGenerationY(incontrasttothegenerationthatprecededitGenerationX
whichisdiscussedinafollowingsection).Itisimportanttonotethatthereisnosingledefinitionofwhenpeoplewere
bornintothemillennialgeneration,andnosingletimespanisuniversallyaccepted.Toavoidoverlapwiththegeneration
thatprecededit,GenerationX(definedinthisbookasthegenerationbornbetween1965and1981),wewillconsider
GenerationYtobethegenerationofpeoplewhowerebornfrom1982to1996.Thus,asof2009,GenYerswould
includeallpeoplebetweentheagesof13and27,orapproximately60millionAmericans.Thepresentdiscussionfocuses
justonthesubsetofteenagerswhoaremembersofthismillennialgeneration.
AstudybyTeenageResearchUnlimited,whichfollowsteentrendsandattitudes,estimatedthatAmericanteenagersspend
morethan$150billionannually.12Teenagershavepurchasinginfluenceandpowerfargreaterthanever,whichaccounts
forthegrowthofmarcomprogramsaimedatthisgroup.Forexample,HewlettPackardchangeditsbacktoschool
computermarketingstrategyfromeffortstoappealtoparentswithpriceorientedadsplacedinconventionalmediatothe
useofhumorappealsplacedinonlinemediathatreachteenagers.13
Teenagersarenotedforbeinghighlyconformist,narcissistic,andfickleconsumers.Thesecharacteristicsposegreat
opportunitiesandyetchallengesformarketingcommunicators.Anacceptedproductcanbecomeahugesuccesswhenthe
teenagebandwagonselectsabrandasapersonalmarkoftheincrowd.However,today'sacceptedproductorbrandcan
easilybecometomorrow'spassitem.
Itissaidthatteenagersdon'tliketobemarketedto.Aswithallconsumers,itisimportantthatmarketingcommunicators
provideusefulinformation,butteenswouldratheracquiretheinformationthemselvessuchasontheInternetorfrom
friendsratherthanhavingitimposedonthem.Marcompersonnelthuswalkaprecariousplankincommunicatinguseful
informationtoteenswhileavoidingbeingoverbearing.TheInternetisanobviouscommunicationmediumforreaching
teens.SocialnetworkingsitessuchasMySpaceandFacebookhavebecomeparticularlyeffectivevenuesforinfluencing
theconsumerbehaviorofteensandyoungadults.TheIMCFocusinsertoffersoneillustrationofacreativemarcom
initiativeonFacebook.
YoungAdults
Scholarlytreatmentofthisagecohort,commonlyreferredtoasGenerationX,identifiesitasAmericansbornbetween
1961and1981.14However,toavoidoverlapwiththebabyboomgeneration(1946to1964)andGenY(1982to1996),it
isconvenienttodefinethisagecohortaspeoplebornbetween1965and1981.Hence,asof2009,GenXconstitutedover
65millionAmericansintheagecategoryfrom28to44.BecauseGenXerswerebornimmediatelyafterthebabyboom,
whichendedin1964,thisgroupalsoisreferredtoasbabybusters.Thelabelsdonotendthere,however.GenXhasbeen
subjectedtomoreclichsthananygroupinhistory,mostofwhicharedeprecatory:slackers,cynics,whiners,grungekids,
andhopeless.Asistypicallythecasewhenagroupisstereotyped,theselabelscharacterizeonlyasubsetofGenXersand
aremuchtoogeneraltobegintocapturethecomplexityofthisgroupandthedifferencesamongitsoccupants.
OnewellknownmarketingresearchfirmhasclassifiedGenXersintofourgroupsbasedontheirattitudinalprofiles:Yup
&Comers,Bystanders,Playboys,andDrifters.Yup&Comershavethehighestlevelsofeducationandincomeandaccount
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forapproximately28percentofGenXers.Theytendtofocusonintangiblerewardsratherthanmaterialwealthandare
confidentaboutthemselvesandtheirfutures.Thisclearlyisnotagroupofpeoplewhofitthe

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i.m.c.Focus:CollegeStudents:AnInvitingTargetforOdorFightingProducts

Imaginetheworstdormroomyoueverencountered:Adirty,cluttered,smelly,disgustingspacefilled
withuneatenfooditems,dirtyclothes,emptybeerbottles,andperhapsevenapet.Yourdormroom(orapartment)islikely
muchcleanerandlesssmellythanthehypotheticaldisasterjustdescribed.Nonetheless,withimmensepressuresonyour
timeandthelikelihoodoftwoormorestudentsoccupyingthesameroom,itisprobablethatyourroomisnotascleanor
asodorfreeasyoumaydesire.Likemillionsofothercollegestudents,youareagoodcandidateforodorfightingproducts
whilelivinginadorm,fraternity/sororitybuilding,oroffcampusapartment.
Onemakerofsuchproducts,Procter&Gamble,recentlybeganmarketingitsFebrezelineofproductsexplicitlytocollege
students,which,intheUnitedStatesalone,number18millionpotentialcustomers!Realizingthatreachingcollege
studentsviaconventionalmassmediasuchastelevisionandmagazineswouldbetoocostlyandineffective,P&Gandits
advertisingagencyoptedforanonlinecampaignusingtheFacebooksocialnetworkingsiteasthepivotalmedium.An
interactiveWebsite(http://whatstinks.com/home.jsp)wasdevelopedandhousedwithinFacebook.Thesiteuseshumor
designedtoappealtocollegestudents,andincludesfeaturessuchasavideogame(theDankGame)whereplayers
armedwithabottleofFebrezetakeaimatdirtylaundryitems.InadditiontotheWebsite,campustoursweredesignedin
whichimprovisationalactorsconductedinteractiveperformanceswithstudentsandqueriedthemaboutthingsintheir
livesthatstink.Allinall,thiscampaignisacleverwaytotargetapreviouslyuntappedgroupofconsumerswhorepresent
alargeandviableaudienceforFebrezeproducts.
SOURCE:AdaptedfromRupalParekh,FebrezeSniffsOutNewTarget:DormDwellers,AdvertisingAge,October29,
2007,12.
stereotypicallabelsattachedtoGenX.Bystandersrepresentnearly37percentofGenXersandconsistpredominantlyof
femaleAfricanAmericansandHispanics.Althoughtheirdisposableincomeisrelativelylow,thissubsegmentofGenXers
hasaflairforfashionandlovestoshop.Playboysisapredominantlywhite,malegroupaccountingforalmost19percent
oftheGenXcohort.Playboysadheretoapleasurebeforedutylifestyleandareselfabsorbed,funloving,andimpulsive.
Driftersconstitutethesmallestsubsetat16percentofGenXers.ThisgroupisclosesttotheGenXstereotype.Theyare
frustratedwiththeirlives,areamongtheleasteducated,seeksecurityandstatus,andchoosebrandsthatofferasenseof
belongingandselfesteem.15
Thesegroupingsmakeitapparentthatcontrarytotheirstereotypicalportrayal,GenXersarenotmonolithic.The
generalizationsareincorrectandbyandlargeunfair.Asagrouptheyarenomorecynical,disenfranchised,orwhineythan
mostpeople.MarketingcommunicationsdirectedtoGenXersmustuseappealstargetedtospecificsubgroupssuchasYup
&Comersratherthanstereotypesthatdonotadequatelyreachanysubsegment.
OnceagainitisimportanttoemphasizethattheGenXagecohort,howeverlabeled,isnotaunifiedgroupintermsof
demographicsorlifestylepreferencesandshouldnotbemisconstruedasasinglegroupfortargetingmarcommessages.
Indeed,thefourgroupingsjustdescribedarethemselvessimplifications,buttheydooffersomerefinementofthegeneral
differencesamongthemorethan65+millionAmericanswhohavebeensimplisticallycollapsedintoasinglecategory.

MiddleAgedandMatureConsumers
Althoughsomewhatarbitrary,wecanthinkofmiddleageasstartingatage35andendingat54,atwhichpointmaturity
isreached.Actually,thereissomedisagreementoverthedividing

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pointbetweenmiddleageandmaturity.Sometimesa65andoverclassificationisused,becauseage65normallymarks
retirement.
InthistextwewillusetheU.S.CensusBureau'sdesignation,whichclassifiesmaturepeopleasthosewhoare55and
older.
MiddleAged
Asof2006therewereroughly87millionAmericansbetweenthemiddleagesof35and54(seeTable3.4).These
individualsrepresenttwogenerationsofpeople:youngerbabyboomersandolderGenXers.Thefollowingdiscussion
focusesonbabyboomers,orboomersforshort,becauseGenerationXalreadyhasbeendiscussed.
Asmentionedpreviously,thebabyboomencompassedapproximately77millionAmericansbornimmediatelyafterWorld
WarIIin1946andthroughtheyear1964.Thisbroadgroupofpeople,thesocalledbabyboomgeneration,offers
tremendouspotentialformanymarketers.Whatmakesboomerssuchanattractivetargetgroupisthattheyarerelatively
affluentandthusrepresentagoodgeneraltargetforsecondhomes,qualityvehicles,investments(insurance,realestate,
andsecurities),travel,selfhelpproducts,cosmeticsurgery,andgrownuptoyslikegolfingequipment,automobileswith
convertibletops(theaverageconvertiblebuyeris50yearsold),16andmotorcyclesHarleyDavidson'sbestcustomersare
middleagedmen,andthetypicalbuyerhasanaverageageof46.17Giventheirrelativeaffluence,babyboomersalso
representanattractivetargetforavarietyofluxurygoods.Forexample,appliancemakerWhirlpoolappealstoaffluent
boomerswhowanttheverybestappliancequalitywithalineofitemsnamedWhirlpoolGold.Andluxuryskincare
marketershaveexperiencedrevenuegrowthbyintroducinghighpricedantiagingproductssuchasL'Oreal'sAbsolue.
Moreover,justbecausebabyboomersareagingdoesnotnecessarilymeantheyaregettingpsychologicallyoldorare
significantlyalteringtheirconsumptionpatternsfromayoungerage.18Rather,thereareindicationsthatbabyboomersare
retainingmanyoftheirmoreyouthfulconsumptionhabitsand,inasense,areunwillingtochange.Forexample,therather
dramaticincreaseinpurchasesofhaircolorproductsbybabyboomersreflectsthistendencyforboomerstoprolongyouth
andtogravitatetowardproductsthatsupporttheiryouthobsession.Manufacturersofhealthcareitems,cosmetics,exercise
machines,andfoodproductshaveactivelyappealedtobabyboomers'passionforremaininginyouthfulshape.Figure3.3
representsanappealtobabyboomerswhoareconcernedabouttheirsexappealeventhoughtheirbodiesarechanging.
Thedoubleentendreuseofthewordhotterinthisaddemonstratesthephysiologicaleffectthatmenopausecanhave
whilesimultaneouslyappreciatingthatconsumersinthisstageoflifecanremainphysicallyattractive,or,inthe
vernacular,hot.
Becauseboomersrepresenttheepicenterofsociety,advertiserswillmarchinlockstepwiththisgroupandcontinueto
reflecttheircharacteristicsandappealtotheirpurchaseinterestsandneeds.19Forexample,athleticfootwearmakerssuch
asNewBalancecatertobabyboomersbyofferingshoesthatcomeinwiderwidthsthanjustthemediumsizeoption
offeredinthepast.Eventhemakersofthehighenergydrink,RedBull,wellknownforitsappealtoteensandyoung
adults,nowtargetsBritishgolfersmanyofwhomare40orolderbymakingtheproductavailableincourseshops,
restaurants,andhotelsacrossBritain.20
Animportantpointofclarificationisneededbeforeconcludingthissectionandmovingontothenextagegroup.Itis
temptingtothinkofbabyboomersasamonolithicgroupofpeoplewhothinkalike,actthesame,andpurchase

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Figure3.3AnAppealtoFemaleBabyBoomersCourtesy
ofTheProcter&GambleCompany

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identicalproducts.Suchanimpressionwouldbeerroneous.Babyboomersdonotrepresentatruemarketsegmentinthe
strictestsenseofthisterm.Thatis,justbecausemillionsofAmericansshareonecommonality(beingbornbetween1946
and1964),thisdoesnotmeantheyarevirtualclonesofoneanother.Withinthisagecohort,therearedistinctdifferences
amongpeoplewithrespecttochronologicalage,subjectiveage,vitality,income,ethnicity,lifestylechoices,and
product/brandpreferences.Hence,althoughitisconvenienttospeakofbabyboomersasasinglegroup,itwouldbea
mistaketoconcludetheyrepresentanactionablemarketsegment.Itisimportanttoappreciatethefactthatmeaningfuland
profitablemarcomtargetingeffortstypicallyrequirethataudiencemembersshareacombinationofdemographic,lifestyle,
andpossiblygeographicalcharacteristicsbroadgroupingssuchasbabyboomersaremuchtoocrudetosatisfythe
characteristicsofameaningfulmarketsegment.
Insum,babyboomersareasignificantagecohortandenmasserepresentapowerfuleconomicforce,buttheydonot
constituteasufficientbasisfortargetingmarcomprograms.Thus,forexample,themarketersofL'OrealAbsolueshouldnot
considertheirtargettobeallboomersbutratheronlythesubsetofpeopleinthisagecategorywhohaveindulgent
personalities(apsychographictrait)andsufficientincomestoaffordanexpensiveproduct.
MatureConsumers
Turningtomatureconsumers(alsocalledseniors),in2006therewerenearly70millionU.S.citizensage55orolder,
representingapproximately23percentofthetotalU.S.population.Inotherwords,nearlyonequarterofallAmericansare
seniorcitizens.Historically,manymarketershaveignoredmatureconsumersorhavetreatedthisgroupinunflattering
waysbyfocusingonrepairkitproductssuchasdentures,laxatives,andarthritisremedies.21Notonlyaremature
consumersnumerousbutalsotheyarewealthierandmorewillingtospendthaneverbefore.MatureAmericanscontrol
nearly70percentofthenetworthofallU.S.households.
Peopleage65andolderareparticularlywelloff,havingthehighestdiscretionaryincome(i.e.,incomeunburdenedby
fixedexpenses)andthemostassetsofanyagegroup.Thenumberofpeopleinthis65plusagecategoryishuge,totaling
about38millionin2006,whichrepresentsnearly13percentofthetotalpopulation.
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Avarietyofimplicationsaccompanymarcomeffortsdirectedatmatureconsumers.Inadvertisingaimedatthisgroup,itis
advisabletoportraythemasactive,vital,busy,forwardlooking,andconcernedwithlookingattractiveandbeing
romantic.Advertisersnowgenerallyappealtoseniorsinaflatteringfashionsuchasusingattractivemodelstorepresent
clothing,cosmetics,andotherproductsthathadbeentheexclusiveadvertisingdomainofyouthfulmodels.
Itisimportanttoreiteratethatjustbecausematureconsumersshareasinglecommonality(i.e.,age55orolder),theybyno
meansrepresentahomogeneousmarketsegment.Indeed,theCensusBureaudividespeopleage55andolderintothree
distinctagesegments:55to64(olders)65to74(elders)and75andover(theveryold)(seeTable3.4).Onthebasisof
agealone,consumersineachofthesegroupsdiffersometimesdramaticallyintermsoflifestyles,interestinthe
marketplace,reasonsforbuying,andabilitytospend.Moreover,itisimportanttorealizethatagealoneisnotthebest
indicatorofhowanindividuallivesorwhatroleconsumptionplaysinthatlifestyle.Infact,researchhasidentifiedfour
groupsofmatureconsumersbasedonacombinationofhealthandselfimagecharacteristics.Theresultsofanationalmail
surveyofover1,000peopleage55andolderledtotheclassificationofseniorsintofourgroups:HealthyHermits,38
percentAilingOutgoers,34percentFrailRecluses,15percentandHealthyIndulgers,13percent.22Briefdescriptions
follow.
HealthyHermits,althoughingoodhealth,arepsychologicallywithdrawnfromsociety.Theyrepresentagood
marketforvariousservicessuchastaxandlegaladvice,financialservices,homeentertainment,anddoityourself
products.Directmail,theInternet,andprintadvertisingarethebestmediaforreachingthisgroup.
AilingOutgoersarediametricallyoppositetoHealthyHermits.Althoughinpoorhealth,theyaresociallyactive,
healthconscious,andinterestedinlearningtodonewthings.Homehealthcare,dietaryproducts,planned
retirementcommunities,andentertainmentservicesaresomeoftheproductsandservicesthisgroupmostdesires.
TheycanbereachedviatheInternetandthroughselectmassmediatailoredtotheirpositiveselfimageandactive,
sociallifestyle.

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FrailReclusesarewithdrawnsociallyandareinpoorhealth.Varioushealthandmedicalproductsandservices,
homeentertainment,anddomesticassistanceservices(e.g.,lawncare)canbesuccessfullymarketedtothisgroup
viamassmediaadvertising.
HealthyIndulgersarevigorous,relativelywealthy,andsociallyactive.Theyareindependentandwantthemost
outoflife.Matureconsumersinthisgrouprepresentagoodmarketforfinancialservices,leisure/travel
entertainment,clothes,luxurygoods,andhightechproductsandservices.Theyareaccessibleviainstore
promotions,directmail,specializedprintmedia,andtheInternet.

Targeting:DiscussionQuestions
1.Inwhatsenseisbehaviorgraphicinformationaboutcustomersmorediagnosticoftheirfuturepurchasebehavior
thanis,say,demographicinformation?
2.Ifyouweretodesignapsychographicstudyforanewchainoflowerpricedcoffeestoresthatareplannedto
competeagainstStarbucks,whatlifestylecharacteristics(i.e.,people'sinterests,values,andactivitiesthey
participatein)mightyouconsiderasindicativeofwhethertheymightbeinterestedinyournewstores?
3.MostreadersofthistextfalleitherintheGenXorGenYagecategories.Justbecauseyousharethiscommonality
withallotherGenXersorGenYers,doesthisonepieceofinformationaboutyouandyourcohortsrepresenta
sufficientbasisonwhichamarcompractitionermightaimitsadvertisingefforts?
4.Whatareyourviewsontargetingproductstokids,i.e.,childrenbetweentheagesof4and12?Asidefromyour
personalviews,discusstheissueoftargetingtochildrenfromtwoadditionalperspectives:first,thatofabrand
managerwhoisresponsiblefortheprofitabilityofachildorientedproduct,andsecond,fromtheviewpointofan
ethicist.Imaginewhateachofthesepartiesmightsayaboutthepracticeoftargetingproductstochildren.

Targeting:MultipleChoiceQuestions
1.Targetingimpliesprecisionand_____.
a.efficiencyofeffort
b.efficiencyofplacement
c.efficiencyofpromotion
d.efficiencyofadvertising
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e.efficiencyofpricing
2._____representsinformationaboutconsumers'behaviorinaparticularproductcategoryorsetofrelatedcategories.
a.Demographics
b.Behaviorgraphics
c.Psychographics
d.Geodemographics
e.Lifestyleanalysis
3.Aspectsofconsumers'psychologicalmakeupandlifestylesincludingtheirattitudes,values,andmotivationcomprise
_____.
a.demographiccharacteristics
b.purchasingcharacteristics
c.behavioralcharacteristics
d.psychographiccharacteristics
e.physicalcharacteristics
4.Demographicvariablesincludecharacteristicssuchasage,income,and_____.
a.votingpreferences
b.ethnicity
c.purchasingpreferences
d.placeofresidence
e.alloftheabove
5._____isbasedondemographiccharacteristicsofconsumerswhoresidewithingeographicclusterssuchaszipcode
areasandneighborhoods.
a.Behaviorgraphics
b.Psychographics
c.Demographics
d.Geodemographics
e.Cosmographics

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6.Indecidingamongthefourgeneraltargetingmethods,amarketermustconsidertwofactors.Thesefactorsare_____.
a.howlargeshouldthetargetbe,andwhatarea(s)ofthecountryshoulditinclude
b.whatmediawouldbestreachthetargetmarket,andwhatappealwouldworkbest
c.howmanytargetmarketsshouldbeselected,andhowlargeshouldtheybe
d.howtoevaluatethesuccessofthemarcomstrategiesandmeasureoffinancialsuccess
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e.howeasyordifficultisittocollectdata,andhowpredictivethecharacteristicisofconsumerchoicebehavior
7.Whichtypeofdataisrelativelyeasytoobtainbutistheleastpredictiveofconsumerchoicebehavior?
a.demographic
b.behavioral
c.psychographic
d.geodemographic
e.holographic
8.Whichtypeofdataisrelativelydifficultorexpensivetoobtainbutisthebestpredictorofchoicebehavior?
a.demographic
b.psychographic
c.behaviorgraphic
d.geodemographic
e.holographic
9.Thebestpredictorofone'sfuturebehaviorishisorher_____.
a.ageb.ethnicity
c.incomed.placeofresidence
e.pastbehavior
10.CompaniessuchasRevenueScienceandTacodaprovideinformationon_____.
a.magazineadvertisingeffectiveness
b.radiolisteners'preferences
c.Internetadvertisingeffectiveness
d.internetusers'surfingbehaviors
e.instoreconsumers'purchasingbehavior

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Targeting:Chapter3:InReview
KeyTerms
Achievers:OneofeightVALSsegmentsofAmericanadultconsumers.Motivatedbythedesireforachievement,
Achievershavegoalorientedlifestylesandadeepcommitmenttocareerandfamily.SeealsoBelievers,
Experiencers,Innovators,Makers,Strivers,Survivors,andThinkers.
Babyboom:Thebirthof75millionAmericansbetween1946and1964.
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Believers:OneofeightVALSsegmentsofAmericanadultconsumers.Believersaremotivatedbyideals.Theyare
conservative,conventionalpeoplewithconcretebeliefsbasedontraditional,establishedcodes:family,religion,
community,andthenation.SeealsoAchievers,Experiencers,Innovators,Makers,Strivers,Survivors,and
Thinkers.
Experiencers:OneofeightVALSsegmentsofAmericanadultconsumers.Experiencersaremotivatedbyself
expression.Asyoung,enthusiastic,andimpulsiveconsumers,Experiencersquicklybecomeenthusiasticaboutnew
possibilitiesbutareequallyquicktocool.SeealsoAchievers,Believers,Innovators,Makers,Strivers,
Survivors,andThinkers.
GenerationX(GenX):ToavoidoverlapwiththebabyboomergenerationandGenerationY,thistextdefines
GenerationXaspeoplebornbetween1965and1981.SeealsoGenerationY.
GenerationY(GenY):Toavoidoverlapwiththeprecedinggeneration,GenerationX,thistextdefinesGeneration
Yaspeoplebornbetween19821994.SeealsoGenerationX.
Innovators:OneofeightVALSsegmentsofAmericanadultconsumers.Innovatorsaresuccessful,sophisticated,
takechargepeoplewithhighselfesteem.Becausetheyhavesuchabundantresources,theyexhibitallthreeprimary
motivations(i.e.,ideals,achievement,andselfexpression)invaryingdegrees.SeealsoAchievers,Believers,
Experiencers,Makers,Strivers,Survivors,andThinkers.
Makers:OneofeightVALSsegmentsofAmericanadultconsumers.Makersaremotivatedbyselfexpression.
Theyexpressthemselvesandexperiencetheworldbyworkingonitbuildingahouse,raisingChildren,fixinga
carorcanningvegetablesandhaveenoughskillandenergytocarryouttheirprojectssuccessfully.Seealso
Achievers,Believers,Experiencers,Innovators,Strivers,Survivors,andThinkers.

ChapterObjectives
1Appreciatetheimportanceoftargetingmarketingcommunicationstospecificconsumergroupsandrealizethatthe
targetingdecisionistheinitialandmostfundamentalofallmarcomdecisions.
2Understandtheroleofbehaviorgraphicsintargetingconsumergroups.
3Describethenatureofpsychographictargeting.
4Explainthemeaningofgeodemographicsandunderstandtheroleforthisformoftargeting.
5Appreciatemajordemographicdevelopmentssuchaschangesintheagestructureofthepopulation.
6Recognizethatanysinglecharacteristicofconsumerswhethertheirage,ethnicity,orincomelevellikelyisnotsolely
sufficientforsophisticatedmarcomtargeting.

Summary
Thischapterhasemphasizedtheimportanceoftargetingmarcommessages.Determininghowabrand'smarcomefforts
shouldbedirectedtowardspecificgroupsofconsumersbasedonbehaviorgraphic,psychographic,demographic,or
geodemographicconsiderationsistheinitialandmostfundamentalofallmarcomdecisions.Allsubsequentmarcom
decisions(positioning,settingobjectives,anddeterminingbudgets)areinextricablyintertwinedwiththisinitial,targeting
decision.Hence,thetargetingdecisionisofcriticalimportance.
Perhapsthemostdiagnosticwaytotargetconsumersistoidentifytheirpastpurchasebehaviorintheproductcategoryfor
whichabrandmanagerismakingatargetingdecision.Armedwithbehaviorgraphicinformationabouthowcustomers
havebehavedinthepast,itispossibletoprojectwithconsiderableaccuracyhowtheywillbehaveinthefuture.Marcom
programscanthusbeaimedtowardthoseconsumerswhosebehavioralprofilesindicatetheyareprimecandidatesto
receiveandactuponadvertisementsandothermessages.Also,knowledgeofconsumers'onlinesearchbehaviorenables
thetargetingofadvertisementsforbrandsthatmatchthecharacteristicsofconsumerswhovisitthosesites.
Marketingcommunicatorsalsotargetcustomersusingknowledgeabouttheiractivities,interests,andopinions(or,
collectively,theirlifestyles)tobetterunderstandwhatpeoplewantandhowtheyarelikelytorespondtoadvertising,
directmail,andotherformsofmarketingcommunications.Thetermpsychographicsdescribesthisformoftargeting.
Customizedstudiesareconductedtoidentifypsychographicsegmentsdirectlyapplicabletothemarketer'sproduct
categoryandbrand,butsyndicatedresearchsystemssuchasSRI'sVALSsystemalsoprovideusefulinformationfor
makingimportantmarcomdecisions.TheVALSsystemclassifiespeopleintooneofeightgroupsbasedonacombination
oftheirselforientationandresources.
Anotherbasisfortargetingconsumersisgeodemographics.Thisformoftargetingbasicallyidentifiesclustersofconsumers
whoresideinneighborhoodswhereresidentssharesimilardemographiccharacteristicsandrelatedlifestyles.Donnelly's
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ClusterPlusandClaritas'PRIZMNEaretwowellknownandrespectedclusteringsystemsthatidentifymeaningful
groupingsofgeographicalunitssuchasZIPCodeareas.ThesectionongeodemographicscoveredthePRIZMNEand
indicatedthat

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Maturepeople:Peoplewhoare55andolder.
Middleage:Istheagerangestartingatage35andendingatage54atwhichpointmaturityisreached.
Psychographics:Informationaboutconsumers'attitudes,values,motivations,andlifestylesthatrelatetobuying
behaviorinaparticularproductcategory.
Strivers:OneofeightVALSsegmentsofAmericanadultconsumers.Striversaretrendyandfunloving.Because
theyaremotivatedbyachievement,Striversareconcernedabouttheopinionsandapprovalofothers.Money
definessuccessforStrivers,whodon'thaveenoughofittomeettheirdesires.SeealsoAchievers,Believers,
Experiencers,Innovators,Makers,Survivors,andThinkers.
Survivors:OneofeightVALSsegmentsofAmericanadultconsumers.Survivorslivenarrowlyfocusedlives.With
fewresourceswithwhichtocope,theyoftenbelievethattheworldischangingtooquickly.Theyarecomfortable
withthefamiliarandareprimarilyconcernedwithsafetyandsecurity.Becausetheymustfocusonmeetingneeds
ratherthanfulfillingdesires,Survivorsdonotshowastrongprimarymotivation.SeealsoAchievers,Believers,
Experiencers,Innovators,Makers,Strivers,andThinkers.
Thinkers:OneofeightVALSsegmentsofAmericanadultconsumers.Thinkersaremotivatedbyideals.Theyare
mature,satisfied,comfortable,andreflectivepeoplewhovalueorder,knowledge,andresponsibility.Seealso
Achievers,Believers,Experiencers,Innovators,Makers,Strivers,andSurvivors.
thisdusteringsystemdellinatesthepopulationinto66groupsthatarelableledwithcatchynamessuchasBohemianMix,
CountryCasuals,SuburbanPioneers,andCityRoots.Geodemographicinformationisespeciallyusefulwhenmaking
directmarketingdecisions,selectingretailoutlets,orspottingbroadcastadvertisementsinselectmarkets.

Footnotes
1.KrisOser,TargetingWebBehaviorPays,AmericanAirlinesStudyFinds,AdvertisingAge,May17,2004,8.
2.EmilySteel,HowMarketersHoneTheirAimOnline,TheWallStreetJournalOnline,June19,2007,
http://online.wsj.com(accessedJune19,2007).
3.CarolM.MorganandDoranJ.Levy,TargetingtoPsychographicSegments,Brandweek,October7,2002,1819.
4.JamesW.Peltier,JohnA.Schibrowsky,DonE.Schultz,andJohnDavis,InteractivePsychographics:CrossSellingin
theBankingIndustry,JournalofAdvertisingResearch42(March/April2002),722.
5.Thesedescriptionsarefromhttp://www.sricbi.com/VALS/types.shtml.
6.MichaelJ.Weiss,TheClusteredWorld:HowWeLive,WhatWeBuy,andWhatItAllMeansAboutWhoWeAre
(Boston:Little,BrownandCompany,2000).
7.ThefollowingdescriptionsanddataarebasedondocumentationprovidedbyClaritas,Inc.,inmaterialssenttothe
authorbySusanFuller,AccountExecutive,datedJune16,2004.
8.EmilyBrysonYork,TheHottestThinginKidsMarketing?ImitatingWebkinz,AdvertisingAge,October8,2007,38.
9.DeborahRoedderJohn,ConsumerSocializationofChildren:ARetrospectiveLookatTwentyFiveYearsofResearch,
JournalofConsumerResearch26(December1999),183213ElizabethS.MooreandRichardJ.Lutz,Children,
Advertising,andProductExperiences:AMultimethodInquiry,JournalofConsumerResearch27(June2000),3148.
10.MarvinE.Goldberg,GeraldJ.Gorn,LauraA.Peracchio,andGaryBamossy,UnderstandingMaterialismamong
Youth,JournalofConsumerPsychology13,no.3(2003),278288.
11.Foranacademictreatmentonthetopic,seeSharonE.BeattyandSalilTalpade,AdolescentInfluenceinFamily
DecisionMaking:AReplicationwithExtension,JournalofConsumerResearch21(September1994),332341andKay
M.PalanandRobertE.Wilkes,AdolescentParentInteractioninFamilyDecisionMaking,JournalofConsumer
Research24(September1997),159169.
12.BeckyEbenkamp,YouthShallBeServed,Brandweek,June24,2002,21.
13.BethSnyderBulik,ForgettheParents:HPPlanstoTargetTeenagersInstead,AdvertisingAge,July30,2007,8.
14.WilliamStraussandNeilHowe,Generations:TheHistoryofAmerica'sFuture,15842069(NewYork:William
MorrowandCompany,Inc.,1991).Foralesstechnicaltreatmentwrittenbyanadvertisingperson,seeKarenRitchie,
MarketingtoGenerationX(NewYork:LexingtonBooks,1995).
15.YankelovichPartners,citedinDon'tMislabelGenX,Brandweek,May15,1995,32,34.
16.MichelleHiggins,CushierConvertiblesforAgingBoomers,TheWallStreetJournalOnline,September1,2004,
http://online.wsj.com(accessedSeptember1,2004).
17.MargaretG.Zackowitz,Harley'sMidlifeCrisis,NationalGeographic,August2003.
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18.Foraninterestingdiscussionofsubjective(versuschronological)ageanditsroleininfluencingconsumerbehavior,
seeGeorgeP.MoschisandAnilMathur,OlderConsumerResponsestoMarketingStimuli:ThePowerofSubjective
Age,JournalofAdvertisingResearch46(September2006),339346.
19.TheepicenterofsocietyexpressionisattributedtoFredElkind,anexecutivewiththeOgilvy&Matheradvertising
agency,andcitedinChristyFisher,BoomersScatterinMiddleAge,AdvertisingAge,January11,1993,23.
20.HannahKarp,RedBullAimsatanOlderCrowd,TheWallStreetJournalOnline,June7,2004,
http://online.wsj.com(accessedJune7,2004).
21.TheexpressionrepairkitisfromCharlesD.Schewe,MarketingtoOurAgingPopulation:Respondingto
PhysiologicalChanges,TheJournalofConsumerMarketing5(summer1988),6173.
22.TheresearchwasperformedbyGeorgeP.MoschisandisreportedinSurvey:AgeIsNotGoodIndicatorofConsumer
Need,MarketingCommunications,November21,1988,6.SeealsoGeorgeP.MoschisandAnilMathur,HowThey're
ActingTheirAge,MarketingManagement2,no.2(1993),4050.

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2007CengageLearningInc.Allrightsreserved.Nopartofthisworkmaybyreproducedorusedinanyformorby
anymeansgraphic,electronic,ormechanical,orinanyothermannerwithoutthewrittenpermissionofthe
copyrightholder.

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