Temple University Advertising Marketing Project Please follow the assignment document I uploaded carefully, thank you. Assignment 1: VALS Survey The VALS s

Temple University Advertising Marketing Project Please follow the assignment document I uploaded carefully, thank you. Assignment 1: VALS Survey
The VALS survey is as research tool created to determine category that consumers fall
into. That’s it. To find out about a person’s product ownership, media preferences, hobbies,
additional demographics, or attitudes (for example, about global warming), the questions in
the VALS survey integrate into larger questionnaires that ask about these topics
Marketers and advertisers subscribe to Scarborough research where all the data is assimilated
for better understanding of consumer choices.
Link to VALS Survey (Links to an external site.)
Take the linked survey and answer the following questions.
#1 Which Vals type are you?
#2 Which Vals type is the most desirable for Markets?
#3 Michaels Craft store uses Vals research in their marketing plans. Which VALS group do
you think would be considered a prime target for Michaels
#4 Which VALS group has the lowest Household income index?
#5 Do you believe that the VALS survey accurately represented who you are?
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Assignment 2: Claritas Nielsen Market Research
Claritas is a division of the Nielsen Research company. It enable marketers to learn about
consumers and their habits on a zip code level.
Link to Claritas Website (Links to an external site.)Links to an external site.
´1) Go to Zip Code Tab at top of page Look up your zip code from your home if you are from
the United States. If not, use a familiar zip code here in Philly or any RANDOM zip code!
´ a. What is the population, median age and median income for this zip code? b. Name
three “Groups” that live in this zip code (left hand side of the page)
´2) Go to the “Segment Explorer Tab” On the left hand side of the page, you can sort
through different “Groups” Click on a link, and it will show you Sets that are “Urban”…
Click on a different link and you can see sets that are “Home owners” The groups reset evey
time you click. Look at several groups and notice how they correlate. Choose THREE
Groups and report the following information: Explore these groups and look at the
diversity- there are 64 segments to choose from.
1. The name of the Group
2. A brief description of their composition
3. List three marketers that you believe might target this audience.
Example: Group: “Red White and Blues” Description: Live in towns, mid scale income,
high school education Age range 45-64; Marketers: Dodge Ram, Lowes, Walmart,
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Assignment 3: Week Three discussion Some Good News

Some Good News is Weekly Content created by John Krasinski and streamed on
Youtube. The series of 8 shows were developed by John and curated by pulling in Good
News stories through Twitter. It is Multi Platform on Youtube, Facebook, Snapchat and Tic
Tok. Major Brands including Starbucks, Pepsi and ATT donated funds that went to specific
Corona related charities over the course of the series for mentions on the show . John
Krasinski is the full owner of all the content and created the series to help us all get through
this weird scary time.
Watch this episode, one of my favorites and tell us what you think of it from a marketing
point of view. What other brands might align with it? THEN consider a new angle just
announced on Friday. CBS/Viacom bought the broadcast rights to it in a bidding war and
Some Good News will be produced air on CBS All Access.
Your thoughts?
Assignment 4: California Boutique Hotel Target Marketing
You are an entrepreneur who is designing a new line of boutique hotels located along
California coastline. each of the 100 Guest rooms in each hotel will offer upscale
decor, WiFi, a mini bar stocked with high-end snacks, premium beers and top label liquors
for a nightly rate of $315. The hotels will have a spa, an onsite restaurant and a separate full
service bar that features local musicians. Describe in detail the demographic – age, gender,
family life cycle, income, social class, ethnicity and place of residence of your target
customer
Assignment 5: Weekly Marketing Article
Each week explore a new article about a Marketing topic that interests you. You’ll find
fascinating topics on Ad Age, Ad Week, New York Times, Wall Street Journal, Fast
Company, Buzzfeed, Twitter, Snapchat, or Youtube.
Pick a subject and write a brief one to two paragraph about what the campaign or product
was all about. In your recap, make sure to include the source with a link. I love to share
interesting topics with the class.

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