Notes on Audience Segmentation, Motivation, and Advertising Ethics

Pfau’s value and lifestyle system

• Purpose: a framework for understanding consumers’ values and lifestyle to predict behavior and motivations, not just label audiences.
• Core idea: segment audiences to identify motivations and the resources that enable action. Resources include money, education, access to materials, transportation, etc.
• Use: helps with journalism, PR, and especially advertising; move beyond “who” the audience is to “what does that mean” for messaging.
• Outcome: better understanding of motivations and how to reach people effectively by addressing needs, desires, and constraints.
• Example approach: compare Walmart shoppers vs bigger department-store shoppers to illustrate how different audiences have different motivations and constraints.

Walmart vs larger department stores: audience expectations and motivations

• Walmart shopper profile (audience expectations):
  • Key benefits: cheaper prices, convenience, wide variety, one-stop shopping, casual environment.
  • Shopping behavior: you can grab many items quickly; you’re left alone more often; minimal assistance unless you seek it.
  • Store atmosphere: bright, practical lighting; faster, task-oriented shopping; less emphasis on presentation.
  • Brand and product mix: Walmart-brand emphasis; fewer name-brand luxury items; focus on value over prestige.
  • Target segments: broad, price-conscious, value-driven; includes families; kids can influence purchases (e.g., toys, snacks).
  • Shopping experience cues: speed, efficiency, being able to run in and out; “get in, get out” mentality.
  • Price vs quality: perceived lower quality vs. lower price; acceptable when the goal is affordability.
• Department-store shopper profile (e.g., Macy’s) expectations:
  • Higher emphasis on presentation and curated displays; more likely to have staff in departments to assist (e.g., shoe department staff who fetch sizes).
  • Product mix: more name brands and fashion-oriented items; groceries are not a primary focus.
  • Experience cues: softer lighting, more welcoming atmosphere, potential for longer stays.
  • Target segments: adults with more discretionary income; brand-conscious;
  • Influence dynamics: kids can influence purchases (e.g., toys), but adults are primary decision-makers.
• Other examples and observations:
  • Costco/Sam’s Club: family dynamics influence purchases; sampling as a tactic to convert; “bear in cart” moments when kids request items.
  • Grove City College analogy: value for money, rigorous academics, Christian environment; customer expectations around price sensitivity and value.
  • Online and specialty options: if you want a high-end brand, you may go elsewhere (e.g., better stores or online) despite Walmart’s convenience.
  • Retail ambience and service impact: lighting, noise, music, and staff availability influence how long customers stay and what they buy.
• Practical takeaway: tailor marketing to audience-specific goals—convenience and price for Walmart-like shoppers; brand, service, and ambiance for department-store shoppers.

Motivation and Maslow’s hierarchy of needs

• Key idea: advertisers often blur need vs. want to persuade action; motivation is used to frame products as meeting needs.
• Need vs. want example: water is essential, but the brand/price of water matters in persuasion; mission-trips emphasize access to clean water and practical considerations.
• Maslow’s hierarchy (importance of base needs in driving attention to higher-order needs):
  • ext{Physiological}
    ightarrow ext{Safety}
    ightarrow ext{Social}
    ightarrow ext{Esteem}
    ightarrow ext{Self-Actualization}
  • Physiological: food, water, shelter; base survival needs.
  • Safety: physical safety, security, reliable services, insurance (home, life, car) and safety devices (locks, cameras).
  • Social: belonging, friendship, love, companionship; social experiences (restaurants, gatherings, concerts, group activities).
  • Esteem: self-respect, status, prestige; brand choices, cars, fashion, social recognition.
  • Self-Actualization: personal growth, hobbies, education, activities that fulfill potential (art, sports, classes, workshops).
• Real-world examples by level:
  • Physiological: food choices (e.g., “two ninety-nine pizza” vs. higher-quality options).
  • Safety: home security systems, life/health insurance, bear spray, pepper spray, sports protection gear, cars with safety features.
  • Social: brand-name clothing to signal group belonging; social venues (restaurants, clubs) for companionship.
  • Esteem: luxury brands, status-symbol items, car brands, premium coffee choices.
  • Self-Actualization: hobby stores (Hobby Lobby), specialized courses, art/photography stores; language and skill development.
• Observations from the discussion:
  • After basic needs are met, people pursue esteem and self-actualization; marketers can help audiences advance from safety to social, esteem, and self-actualization.
  • Aspiration groups: marketing can target people who aspire to belong to higher-status groups or who want to distinguish themselves.
• Behavioral insight: advertising can blur lines between levels (e.g., elevate a physiological need into a brand-driven choice by emphasizing quality, status, or ethical considerations).

Advertising strategies and psychological drivers

• Emotion-driven appeals: powerful, can spark interest and prompt action; examples include joy, anger, grief, excitement.
• Celebrity/role-model appeals: use recognizable figures (e.g., Halle Berry) to symbolize desirable outcomes and motivate purchase; even if the consumer cannot emulate exactly, the celebrity signals aspiration.
• Rational appeals: verifiable claims that cannot be easily disproved; highlight safety, efficiency, longevity, or measurable advantages (e.g., “we’ve won Best of 10 years in a row” or organic ingredients).
• Moral appeals: frame purchases as “the right thing to do” (e.g., environmentally friendly, cruelty-free, socially responsible practices).
• Humor: can be effective if aligned with audience; risks include misalignment with group values or timing; best when vetted by a team to avoid offense.
• Five senses and experiential marketing: engage multiple senses to strengthen memory and perception (e.g., Costco/Sam’s Club sampling; test drives for cars; allowing consumers to feel, smell, see, and taste product experiences).
• Singularity/uniqueness: memorable, distinctive campaigns (e.g., unusual visuals or lines like the puppy monkey baby example; M&M Santa campaign) to cut through advertising noise.
• Memory and persistence: ads aim to lodge in memory so consumers recall them at point-of-purchase; not always a direct sale at the moment of exposure.
• Practical caveats: messaging should consider audience and context; some ads aim to generate favorable attitude rather than immediate purchase for high-consideration items (e.g., cars).
• Application notes: use a blend of emotion, rational, and moral appeals tailored to the product, audience, and stage in the decision process.

Ethics in advertising and writing: style guides and codes of ethics

• Ethical tension: advertising involves influencing behavior; need to balance persuasion with responsible communication.
• Style guides and their role:
  • AP Style Guide: common for journalism; less central for advertising; relevant for longer descriptions or website copy.
  • Organization-specific guides (e.g., collegiate guides): go beyond style to address ethical considerations, sourcing, and presentation norms.
  • Example: Collegian style and ethics process; editors may require verification, multiple sources, and careful handling of potentially sensitive information; reputation risk if not managed properly.
• Interactions between ethics and writing:
  • Codes of ethics guide word choice, context, sourcing expectations, and what you can publish.
  • Organizations may require sign-off on ethics training and adherence to specific processes when reporting sensitive information.
• Practical ethical decision-making steps:
  • Define the goal and purpose of the piece; articulate concerns and the pros/cons.
  • Start with verifiable facts; assess how many sources support the claim.
  • Identify stakeholders and potential harms or benefits.
  • Consider conflicting principles and options; determine the best course of action.
  • Seek outside counsel when in unfamiliar territory; consult deans, colleagues, or trusted advisers.
  • Evaluate options and their consequences; be willing to delay publication to ensure accuracy and ethics.
• Role of a code of ethics in planning: helps anticipate issues and standardizes responses; guides writers in selecting appropriate sources, respecting anonymity requests, and handling conflicts of interest.
• The bigger picture for students and professionals: knowing the applicable code of ethics and style guides reduces questions and increases confidence in decision-making; you may still encounter ambiguous situations, but a defined framework helps.

Practical takeaways for applying this material

• When targeting an audience, start with their needs and resources, then map to the Maslow levels to identify appeals that will resonate at each stage.
• Choose advertising tactics that align with the product’s purchase decision process and audience preferences (emotion, rational, moral, humor, celebrity, senses, unique/rememberable elements).
• Consider the ethical implications of persuasive strategies; use style guides and ethics codes to guide content and sourcing.
• Use a structured decision process when faced with potential ethical issues:
  • Define goal and purpose; articulate concerns; start with facts; gather sources; identify stakeholders; evaluate options; seek outside counsel if needed.
• Be mindful of the role of context: the same message may work differently across Walmart-like and department-store-like audiences; adapt the message to fit expectations and shopping goals.
• Remember the value of experiential elements (sampling, trials, test drives) to engage the senses and reduce perceived risk in high-consideration purchases.
• Recognize that some campaigns aim to build positive attitudes or brand affinity rather than immediate sales; staying memorable can drive later purchases.
• Prepare to discuss the next steps and activities in class, including selecting ethical approaches and drafting messages consistent with style guides.

Quick recall prompts (to test yourself)

• What are the five levels of Maslow’s hierarchy and a product example for each from today’s discussion?
• How might a Walmart shopper differ from a Macy’s shopper in terms of motivation and messaging?
• List at least three advertising tactics discussed and provide a real-world type of message that could use each tactic.
• What are the key components of an ethical decision-making process when writing or advertising?
• Why are style guides and codes of ethics important in professional writing and advertising settings?