Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

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Creative Corner
The VALS typology has been used by a number of companies and advertising agencies to create marketing materials. Your task is to design two advertisements for DIRECTV. Pick one of the following pairs of VALS segments and design an advertisement promoting DIRECTV for each segment. When you are finished, write a paragraph explaining how the ads you created will appeal to their respective VALS segment and how the two ads are different. Before you begin work on the ads, go to the Strategic Business Insights (SBI) Web site at www.strategicbusinessinsights.com/vals to obtain more information about the two segments you will be targeting with your ads.
Pair 1: Innovators and Survivors
Pair 2: Thinkers and Makers
Pair 3: Believers and Achievers
Pair 4: Strivers and Experiencers