Lower costs of tourism advertising by using psychographic segmentation

As you know, advertising is a form of communication intended to persuade its viewers, readers or listeners to take some action. It usually includes the name of a product or service and how that product or service could benefit the consumer, to persuade potential customers to purchase or to consume that particular brand. Commercial advertisers often seek to generate increased consumption of their products or services through branding, which involves the repetition of an image or product name in an effort to associate related qualities with the brand in the minds of consumers. But because the necessities of repeated messages advertising operations are expensive, and they frequently amounts over to 10% of the year’s sales level in an any company.


As generally known psychographic segmentation is one of marketing processes by which a seller is trying to adapt the product to customer requirements. Efficacy, and superiority of this sociological instrument is that it manages to humanization of the demographic indicators, that is to discover the human values involved in determining the attitudes of the customer purchasing behavior. This is of great interest to advertisers because it enables product orientation in a direction not only quantitative, but also a qualitative one. As an example let’s see a Plog table from his model of tourists segmentation.

As we can observe a potential consumer population can always be estimated that a sum of several quantitative groups differentiated by the criterion of psychological type, more precisesly a lifestyle.
Another example of psychographic segmentation is provided by Iso Ahola model where personality types are classified according to avoidance or search criteria of personal and interpersonal rewards. Empirical experiments conducted in this case led to the establishment of quantitative relationship between the considered variables. A table that synthesize research results might look like this below. The four schown segments made after Iso Ahola research are “seekers” (seeking interpersonal rewards & seeking personal rewards), “eie/spr” (escaping interpersonal environments & seeking personal rewards), “escapers” (escaping interpersonal environments & escaping personal environments), “epe/sir” (escaping personal environments & seeking interpersonal rewards).

By understanding this psychografic segmentation we will be able from now to adapt the structure of the advertising campaign to the psychografic demands of the demographic cohort. But what kind of adaptation may be? Obviously it may be in adapting content of the message and its associated elements, mainly the run time (length of the ads), the size (print ads size), the print ads style, location in media, length of exposure, frequency of exposure, and geographical location of the target groups.
Adjusting the advertising message to the adventurer-consumer profile, for example, means of modifying the structural elements of its, that is the appeal, the value proposition, and the slogan. It’s about a process of adding values into the message. So the appeal which refers to an underlying idea that captures the attention of the message receiver can fall into many categories of the emotional life, but especially courage, bravery, and the challenge seeking. The value proposition which refers to give consumer a reason to be interested in buying the product can emphasize the self-discovery benefits, and the personality development. Finally, the slogan made in a verbal construction of great impact must resume the ideas promoted by the appeal and value proposition. In this issue only the art of an advertising designer will achieve maximum fitness of imaginary qualities of the product to consumer requirements. The added values to gain the success can be as in the following table.

The other elements of the advertising campaign can be established so like in the following table, but we can also take account of other elements depending on the characteristics of media outlet.

Similar tables can be constructed after other psychographic models, and they can also be applied with success in the commercial field.
Of course, those presented here are only working hypothesis, but this does not mean useless. They can be helpful in the prior design of advertising campaigns in an optimal way, thus causing it to reduce the financial costs.