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

Exercise 17

Study the list of personal values presented in Figure 1. Identify the five most important to you. Rank them from first to last. Beside each value, identify at least one product you have purchased to satisfy those values. Then, gather into small groups of three to five students. Using the information from your list of values, discuss differences among members of the group. Identify a way to send a marketing message that will appeal to the top value from each person's list.
Figure 1. Personal Values