Showing papers on "Psychographic published in 1973"

Psychographics and Creativity

Abstract: The present study views the area of psychographics from the perspective of the creative person. The major studies in the field have been conducted by researchers who assume psychographics has significant value in advertising creativity. However, little consultation with creative personnel has been done in arriving at this conclusion. The authors have assimilated the major findings on psychographics and organized it according to its value In creating advertising. In addition, copy supervisors at leading agencies were surveyed to determine their understanding the use of psychographics. The results of the survey indicated a gap between the value attributed to psychographics by researchers and the actual use of psychographics by creative personnel. The authors feel that psychographics offers a fresh approach to understanding the consumer. Its full value will only be realized. however, when psychographics is more fully understood by those with the task of communicating with the consumer.