Paper Summary:

This paper defines psychographic and sociographic profiling. The author points out Nike's use of psychographic and sociographic profiling in Nike's target marketing and their application to Nike's advertising. The paper gives examples of this type of marketing.

From the Paper:

"Nike's psychographics identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behavior. Psychographics are psychological profiles of potential customers in a market that focus on attitudes interests and personal opinions or perspectives. Jeff Jensen,writing in "Advertising Age" suggests that Nike's success is no accident. Since the late ...s, Nike has been using psychographic and sociographic analysis of data to help transform the company from a brand of sneakers to a marquee brand that has become integral to the sports culture it targets in the United States."

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