Post Cards

Post Cards
To successfully apply STP, you must be able to determine the target market and understand how advertising influences consumer behavior. This assignment will provide you with an opportunity to demonstrate your understandings in these areas.
Action Items
1. Go to the VALS Web site (www.strategicbusinessinsights.com/vals) and take the VALS Survey. Do you agree with the results? Do they correctly describe your segment? How would this information be useful to a marketer who was trying to target its product or service to you?
2. Complete the assigned reading for this week.
3. Select an organization (no government agencies or coffee companies) with which you are familiar.
4. Identify two different target audiences of the organization and the objective for each targeted audience. Use the following model:
The VALS Framework (p. 101)
5. Create two post cards for the organization – one for each of the targeted audiences/objectives. Your post cards may be created in Microsoft Word® or Adobe Photoshop Elements®. Note: This assignment is not about your artistic ability but about the message you create.
For example:
The not-for-profit organization for this example will be the Red Cross. Post card #1:
The target audience is blood donors.
The objective is to increase the number of blood donors.
The type from the VALS Framework. Post card #2:
The target audience is a mature audience who has previously given a one-time monetary donation to the Red Cross.
The objective is to increase the number of people who make the Red Cross a beneficiary in their estate planning.
The type from the VALS Framework.
Post cards were created by Kerri Rodenbaugh for Franklin University’s MKTG 320 course. All rights reserved. Image for Post card #1 is from Gettyimages.com.
6. Identify the following for each of your post cards:
The organization (no government agencies or coffee companies).
The target audience (STP).
The type from the VALS Framework.

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