Culture: A class off people that have common beliefs and knowledge - both of which are usually passed down from generation to generation. There are numerous smaller groups within the class.
For example: American women have natural beliefs and expectations of equality in all areas of their
life...vs women in Afganistan who are only beginning to hope for being acknowledged
as a human being, let alone someone with the right to even have expectations.
(generally speaking, of course)
Subculture: Smaller entities within a 'complex whole'.
For example: Women in all countries can be broken into smaller groups of moms, grandmothers,
daughters, married women vs single women, etc.
Social Class: This used to be easily defined as upper, middle, and lower in accordance to household income. In America this definition is changing to also include the have's and the have nots.
A marketing example: Yacht companies would direct their advertising to the upper class and smaller recreational and fishing boat companies would advertise to the middle class. Mass merchandisers such as Walmart and Target market 'lowest prices ever' to the lower class.
Reference Groups: Reference Groups are people who influence each others behavior, styles, beliefs, decisions, etc. People within a reference group care about and emulate what others in the group accept.
The effect this has on marketing for example, would be Time magazine pushing the brand of Farve the football hero on the magazine cover for the upper midwest while showcasing the brand of Arnold the Terminator / wingnut Mayor on it's cover on the west coast.
Another example of marketing directed at reference groups would be designer alcohol to age 30 and younger, and great tasting wines to 40 and older.
Situational Deterrants: The situation, time of the year, special holidays, special events: all of these are temporary and the market advertises accordingly. Snow sleds are marketed in the fall for the upcoming winter and swimsuits are marketed in the spring for the upcoming summers.
FIVE ADVERTISEMENTS:
1. Knob Creek Bourbon:
a) Demographic: Demographic: middle class - can afford a bit more expense in liquor.
Psychographic: long-standing tradition, trusted friends, one of the guys.
geographic: mid to small town feeling with all the wood and old bar top.
b) Utility: Place Utility: Showing the bottle in the bar is symbolic of a hard working man both deserving to relax and also to be served after a hard day's work.
c) color, fonts, etc: very masculine woodsy colors. Quiet fonts and print - even shadowed print which sends the message 'I have what it takes
inside' - I believe in my self so much - I don't have to show off and act tough. I'm quietly strong.
2. Verizon:
a) Demographics: Everyone who works and gets a good paycheck. Middle class.
Psychographic: You deserve - are worthy of - Verizon working THIS HARD for you.
Up-to-date technology is also communicated by all the vans and hard hats.
Professsionalism is portrayed.
Geographic: anywhere, USA , the business world.
b) Utility: Showing a product because it comes with so much working for you behind the scenes.
c) color, fonts, etc: the whole as looks like some kind of professional report - no splashy colors,
everyone's in a professional uniform of some kind, hard hats show education exists on the page because of the hard hats (engineering, construction, etc) Fonts are also serious, simple, no fanciful curlies and swirls.
3. Land-o-lakes butter
a) Demographics: older - baby boomerish and older. Grandparents. Any town, USA.
psychographics: Had and still have purpose in life - wish to keep healthy. Longevity. 'It's good for you because it's made in the land of plenty."
Geographics: Everywhere, USA.
b) Utility: Symbolic need: eat this for health, for being and using an product American land and tradition and origin produced. Natural is healthy.
c) color, fonts, etc: The golden and natural colors are the epitome of sunshiny health, great days meaning a great life, you care about yourself and those you love.
4. Tyson Bacon
a) Demographics: mid to upper middle class, baby boomers, men, DYIs
psychographics: successful, can-do-attitude, no-job-to-big attitude, wise-masculine power
geographics: any town, USA
b) Utility: Symbolic Need: you must have nutrition - and a big bold breakfast - to be successful at all the big responsibilities you have on your shoulders.
c) color, fonts, etc: large expanse of green and the big house say success, money, you've made it, your a responsible and worthy kinda guy. The red on the package represents bold power. The simplicity in the mower says you can handle doin' it the hard way.
5. got milk?
a) Demagraphics: Females, moms, 20's into 40 years of age.
Psychographics: Sexy, sultry, successful, glamourous, happy, lively, healthy
geographics: any home, usa - with moms and women aged 20 - 45ish.
b) Utility: Symbolic: drink milk and you are one hot, healthy, gorgeous, sexy model-like woman.
c) color, fonts, etc; colors communicate sexy, glamourous, and sultry. Totally female - just a touch of stardom with the glam. I noticed the fonts where flatter - more stretched out. I felt they fit the ad but I'm not understanding just exactly why.
