Selecciones - Webs

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Part One Introduction to Integrated Marketing Communications
Belch: Advertising and
Promotion, Sixth Edition
Exhibit 2-6 iVillage
initiated a website targeted
at women
I. Introduction to Integrated
Marketing
Communications
2. The Role of IMC in the
Marketing Process
© The McGraw−Hill
Companies, 2003
Psychographic Segmentation Dividing the market on the basis of personality
and/or lifestyles is referred to as psychographic segmentation. While there is some
disagreement as to whether personality is a useful basis for segmentation, lifestyle factors
have been used effectively. Many consider lifestyle the most effective criterion for
segmentation.
The determination of lifestyles is usually based on an analysis of the activities, interests,
and opinions (AIOs) of consumers. These lifestyles are then correlated with the consumers’
product, brand, and/or media usage. For many products and/or services, lifestyles
may be the best discriminator between use and nonuse, accounting for differences in
food, clothing, and car selections, among numerous other consumer behaviors. 5
Exhibit 2-7 Abercrombie & Fitch changed
its image to appeal to echo boomers
Exhibit 2-8 Segunda Juventud targets
the 50+ Hispanic segment