www.downloadslide.com Chapter Three The Changing American Society: Values 103 the home? If so, what implications will this have for marketing practice? 30. Develop an advertisement for the following for each of the four female market segments described in the chapter. a. Bicycles b. iPad c. Exercise equipment d. Breakfast cereal e. Vacation cruises f. Cosmetics APPLICATION ACTIVITIES 31. Find and copy or describe an advertisement for an item that reflects Americans’ position on the following values: a. Active/Passive b. Material/Nonmaterial c. Hard work/Leisure d. Postponed/Immediate gratification e. Sensual gratification/Abstinence f. Religious/Secular g. Cleanliness h. Performance/Status i. Tradition/Change j. Risk taking/Security k. Problem solving/Fatalistic l. Admire/Overcome nature m. Individual/Collective n. Limited/Extended family o. Diversity/Uniformity p. Competition/Cooperation q. Youth/Age r. Masculine/Feminine 32. Interview a person who consumes one or more organic food items. What values influence this consumption pattern? 33. Interview a salesperson who has been selling the following for at least 10 years. See if this individual has noticed a change in the purchasing roles of women over time. a. Electric guitars b. Cell phones c. Computers d. Homes e. Financial services 34. Interview a career-oriented working wife and a traditional housewife of a similar age. Report on differences in attitudes toward shopping, products, and so forth. 35. Form a team of five. Have each team member interview five married adult males. Based on these interviews, develop a typology that classifies them by their attitude toward and participation in household or child-rearing activities. 36. Pick two different environmental segments from Table 3–1. Find one advertisement you think is particularly appropriate or effective for each. Copy or describe each ad and justify its selection. 37. Interview a salesperson for each of the following. Ascertain the interest shown in the item by males and females. Determine if males and females are concerned with different characteristics of the item and if they have different purchase motivations. a. Art b. Automobiles c. Golf clubs d. Personal care items e. Clothing f. Gardening tools 38. Interview 10 male and 10 female students. Ask each to describe the typical owner or consumer of the following. If they do not specify, ask for the gender of the typical owner. Then probe to find out why they think the typical owner is of the gender they indicated. Also determine the perceived marital and occupational status of the typical owner and the reasons for these beliefs. a. Pet snake b. Pasta maker c. Large life insurance policy d. Power tools e. Habitat for Humanity contributor f. Personal fitness trainer
www.downloadslide.com 104 Part Two External Influences REFERENCES 1. Opener based on M. De Mooij and G. Hofstede, “The Hofstede Model,” International Journal of Advertising, 29 (2010), pp. 85–110; B. Fuller, “Understanding the Male Grocery Shopper,” Promo, September 15, 2010; and J. Neff, “Time to Rethink Your Message,” Advertising Age, January 17, 2011. 2. E. Gurel-Atay et al., “Changes in Social Values in the United States,” Journal of Advertising Research, March 2010, pp. 57–67. 3. Numbers are for 2010 based on a Gallup poll reported at www. gallup.com/poll/1690/religion.aspx, accessed February 20, 2011. 4. W. H. Henley et al., “The Effects of Symbol Product Relevance and Religiosity on Consumer Perceptions of Religious Symbols in Advertising,” Journal of Current Issues and Research in Advertising, Spring 2009, pp. 89–103. 5. Public Agenda, “New Survey Shows Religious Americans Less Likely to Support Compromise,” press release, January 23, 2005, www.publicagenda.org. 6. R. 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