How VALS drives IMC?

Let us look at a short video to understand what is VALS framework and how it is important for marketers while designing the IMC plan for a product.

Let us look at the Samsung Galaxy TVC below and it will be clear how that represents advertisers targeting the achievers!

If you see, here the emphasis throughout has been on the world around you, how you can achieve different things in life. If the costume and composure of the actor represents career aspirations, the girl in the end represents personal aspirations. And ultimately the entire act is put together to make the customer believe that he can achieve anything and everything if he "OWNS" a Samsung Galaxy.