Ruth Ziff was Vice President and Manager of Research at Benton and Bowles, Inc. in the 1970s. She was introduced to marketing research during her days on the staff of the Psychological Corporation. She specialized in motivation research at Benton and Bowles. She was a pioneer advertising researcher who recognized the potentials of life style and psychographic concepts and methods.
Chapter 5: The Role of Psychographics in the Development of Advertising Strategy and Copy
0 customer reviews
Chapter 5 of Life Style and Psychographics
The chapter focuses on psychographics in relation to advertising strategy and copy. Ziff presents a communications model of advertising and provides two detailed illustrations of how life style and psychographic techniques can be used to assist in the creative process. The final section demonstrates the need for psychographics in advertising strategy and copy.