THE IMC PLANNING PROCESS

Take the VALS survey (http://www.strategicbusinessinsights.com/vals/surveynew.shtml (Links to an external site.)Links to an external site.). What is your primary VALS type? Do you agree? Why or why not? What is your secondary VALS type? Do you agree? Why or why not? Give an example of a brand/product you think targets one of your two VALS types and explain why/how it targets that type. Your example(s) must be “new” and not a reiteration of the example(s) discussed in class or in the video recordings.

Reminder: You have one submission attempt. I will use this grading rubric:

Rubric for Discussion Board Posts.docx

you might need complete the survey.

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VALS, in a nutshell, stands for Values Attitudes and Lifestyles. VALS is a research method that is used to get more information about how the market should be segmented (García-Peñalvo, et al., 2014). Companies’ usually prefer to use the research methodology to find out what the customers in the market are craving more too. After the identification of the customer’s preference the companies then go back to the drawing board and then manufacture or produce the products and items that they identified in the VALS research methodology…