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Exercise (5): Find three print advertisement
that you believe are targeted at a particular
psychographic segment. How effective do you
think each add is in term of achieving its
objective? Why?
Also called Behavioral Segmentation
Psychological characteristics refer to the inner
& intrinsic qualities an individual.
Commercials like:
“How many you have”
& their latest campaign
“Move On”
THE MOVE ON COMMERCIAL FROM FASTRACK
Agency: Madison
Running time: 35 seconds
Story line: The advt. shows a modern
break up. A young guy and the girl return
back their gifts to each other and “Move
On” to their new life.
Brand conscious, fashion conscious, college going
youngsters.
Break ups and heart breaks are prominent in the
age group of 16- 25 years.
Low disposable income, 80% of which spent on
fashion accessories
Proper communication with target
audience
Changed the utility of watch from a
time device to fashion accessory
Characters of commercial possessed
coherent properties as of the product
and the target audience.
Humor with pinch of sarcasm