Audience Flashcards
Possible demographics of target audience?
Ethnicity, age, gender, social class/income, religion, social background/experiences, interests
Possible audience effects?
Active, passive, desensitisation, scared, amused, interested, disengaged, shocked
The 7 types of Young + Rubicam’s 4Cs?
The Explorer, the aspirer, the succeeder, the reformer, the mainstreamer, the struggler, the resigned
The Explorer
Driven by need for discovery
The Aspirer?
Core need in life is status
The Succeeder?
Core need of control in their life
The Reformer?
Need for enlightenment, anti materialistic
The Mainstreamer?
Core need is security; domestic and everyday world, family brands/special offers, largest group of people
The Struggler
Seek escape, live for today, heavy consumers of alcohol and junk food
The Resigned
Aim is to survive, predominantly older people, traditional/nostalgic
What do the ‘4Cs’ stand for?
Cross Cultural Consumer Characterisation
Maslow’s Hierarchy of Needs in order from bottom to top?
Physiological - safety - love/belonging - esteem - self actualisation
Physiological means…?
Most fundamental basic needs for survival: breathing, food, water, shelter, sex, sleep, homeostasis, excretion
Safety
Security of: body, employment, resources, morality, family, health, property
Love/belonging
Friendship, family, sexual intimacy
