Chapter 6: Applications of Life Style Research to the Creation of Advertising Campaigns


Chapter 6 of Life Style and Psychographics

The chapter focuses on how life style and psychographic techniques can be applied to the creation and implementation of advertising campaigns. Plummer provides four illustrations of how life style research has and can be used. Most specifically, the studies focus on how this kind of research can produce quantified portraits of consumers in terms that improve advertising communication.


Book Information

ISBN: 9781613111598
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Author information

Joseph T. Plummer Joseph T. Plummer

Dr. Joseph T. Plummer is Adjunct Professor in the Columbia Business School and Senior Associate at Olson Zaltman Associates. He is co-author of The OnLine Advertising Playbook focusing on the emergence of the internet as a marketing platform.

Prior to teaching at Columbia Business School, Dr. Plummer was EVP at McCann Worldgroup, Vice Chairman at DMB & B, EVP at Young & Rubicam, and SVP at Leo Burnett. He was also a managing director at Paine Webber/Y&R Ventures, and Chief Research Officer at the Advertising Research Foundation.

Dr. Plummer is a board member of Media Advisory Partners LLC, Zogby International, Voxpop Investing, AdSafe, Innerscope Research, Inc., and C3 Research. Previously, he was a board director of Sunstus, Audits & Surveys. McCann Worldgroup, DMB & B, and Young & Rubicam. He was a member of the Board of Trustees at his alma mater Westminster College, where he earned his BA; and on the Presidents Council at Ohio State University where he received his Masters and PhD degrees.

In addition to The OnLine Advertising Playbook, Dr. Plummer has published more than twenty-five articles in journals, written over twenty chapters for books and been the editor of of The Journal of Advertising Research. He was selected Distinguished Marketing Practitioner by the Association of Marketing Science in 2007. This year, Dr. Plummer received the distinguished Lifetime Achievement Award from the Advertising Research Foundation.


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