PHYSCHOGRAPHIC ADVERTISEMENTS

PRESENTED BY, DEEPIKASAMY.T KIM JOUJAM LEIVON MADHURA.T

Psychographics In Advertisements

Psychographics concentrates on a person's psychological makeup. It differentiates peoples actions to others in an another group. In this case psychographic segmentation analyses the consumer, their buying habits and what types of marketing and advertisement works best on each group. Advertisement and marketing efforts need to be targeted to one group and one group only. Multi-targeted marketing and advertisement that spans several of these Psycho-graphic groups is almost ensured to fail.

Seven Groups of Psychographic Profiles

Belongers Achievers Emulator/ Wanna be Socially conscious type A Socially conscious type B Balanced/ Totally integrated Needs Driven

Belongers

The stereotype that fits this group best is the person that lives in an average town. This group loves community, loves being with family and friends. This person needs to belong to a group, a community.

They are very nationalistic, and don't like change.

Their best time is spending time with their friends, talking, having fun, hanging out. They are hard working, and are extremely conservative in their views, and most likely religious.

Achievers

This is the serious business person that is constantly looking to become more, and to make more. Power and physical wealth is the major stimulator. Workaholic is frequently an apt way of describing these people. In total contrast to the belongers, these people hate being part of a group. When the masses get in, these people get out.

Emulator / Wanna be

This group would love to be an Achiever, but isn't. The emulator will try to do anything to make him or herself look like an Achiever with the goal of attracting the opposite gender or approval within their peers. The point is that the Emulator is trying to be like their idol in the pool of true achievers. And their motivation is that they believe this will make them more attractive to a member of the opposite sex, or to be more popular within their own group.

Socially Conscious Type A

The Socially Conscious comes in two types, A and B. This group is not concerned with the world of achievement or the world of family or community, but rather what effects their actions have on society on a whole. They want to make the world a better place.

Socially Conscious Type B

Most of the generalizations of Type A will apply to Type B, except for where Type A believes that there is hope for humanity on a whole, Type B has given up on humanity on a whole. They have moved off into their own small communities where they live socially conscious within their socially conscious group, communes. They are mostly self sufficient, and purposely cut themselves off from the world, so they are unlikely to be open to offerings.

Balanced / Totally integrated

The Balanced group is basically a mixture of the Achiever and Socially Conscious types, which in certain respects is a bit of a paradox, but works quite well in practice. Basically, these are Achievers with a Social Conscience, a person that achieves with the purpose of making the world a better place.

Needs driven

These are people that buy on impulse and instinct, depending on what they need at the time. There is little planning and things are bought as they are required. When they have a bit of money, they will spend it instantly on something, throwing a party, inviting their friends for drinks or dinner. The psychological motivation behind this is that they believe that if they do not spend it now, then it won't be there later.