Who's Out There?
VALs help ad creators and clients understand their targets

You know what drives newcomers to advertising nuts? It's that you can't judge an ad by what you put INTO it, because you have to bet the farm on what people take OUT of it. And people are different.

That's why agencies have spent years going around on the subject of trying to get a fix on exactly who's out there, and what that person thinks. The usual ways are simple demographics: sorting them by income, age and gender. But Stanford Research has a better idea. They do it by lifestyles.

They call their system VALS (Values And Life Styles). It's been a mainstay of researchers for the past generation. And it works, to a point. It helps a lot of advertising creators and clients get a better picture of the targets they hope to influence with their messages.

They put a group called Actualizers at the top of the food chain. They say these are the brains. They call them "multi-level thinkers" who see all sides of an issue.

Next, come the Achievers, who are the movers and shakers. These are the people who become executives, entrepreneurs and wear a lot of gold.

And so it goes.

The Makers are the ambitous and status-conscious among us, and they're followed by The Fulfilleds, who are the straight-laced family in "Leave it to Beaver", and Believers, who are the folks with causes, and the list continues on down to the bottom of the barrel, where they put the Strivers and finally the Strugglers. The names say it all.

But, for my money, VALS is not quite broad enough or deep enough.

I'd like to submit a few more typologies of folks who have been my targets on a number of brand assignments.

Bubba Blue Collar

You know this guy. He's a familiar target in every section of the country. Leading characteristics: Mostly male. Single or married, but uncommitted, either way. Has Sunday jeans for church. Had tattoos before Cher. Heavy user of all indulgence products. Has never eaten lettuce. Declared income, about $30,000.
Most recent quote: "I got me two 1978 Fairmonts. One for starts, one for parts."

Gilda Gatekeeper

This is the reigning queen of consumers. She is who supermarket executives live to please. She is probably the target of more advertising than any other typology in the world.
Guilda buys large sizes of all packaged goods. She works and keeps her kids, husband, dog and gerbil going. She does the shopping for everything and everybody in the household, as she juggles 4.5 credit cards to keep detergent, meat, gas, electric, water, cereal, newspapers, dental work, peanut butter (by the barrel) coming.
Household income, $45,000. Outgo, $55,000. Most recent quote: "I'm sorry I cut your meat, Ralph. I thought we were home."

Billy Businessman (or woman)

Works and lives with OPM (other people's money). Travels, entertains customers with company expense account. Drinks and buys drinks. Big user of dry cleaning. Car, house, clothes, church and all recreational activities selected for image. Married to Gilda (or Gilbert) Gatekeeper. (See above.) Most recent quote: "Can I have a receipt with those fries?"

Stella Storebrand (could be Stanley)

Founding member of the Ralph Nader Fan Club. Buys generic underwear, no-name Cola, brushes teeth with finger. Shampoos with soap. Has tried light frying with petroleum jelly. Most recent quote: "Have you tried Walgreen's Scotch? It's delicious!"

Dennis Altman is an advertising consultant and a UK Professor of Advertising and Public Relations

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