Who should be the target of chevron’s corporate

advertising? Are they aiming at the right target?

• The general public is the appropriate target from the point of

view of corporate advertising
• More specifically, the segment (within the VALS) framework
that has the highest negative attitude / opinion about Chevron
should be the focus of the corporate advertising
• From the given data we see that the Inner-Directed has the
highest negativity towards Chevron, and so corporate
advertising efforts were rightly dedicated to this VALS
segment.
• They are, therefore, aiming at the right segment.
Differences in interpretation among VALS categories

“L” indicates the highest number of respondents (within the category) that disagree
with the statement
“M” indicates higher than “H” but less than “L” disagreeing respondents
“H” indicates least number of disagreeing respondents