audiences Flashcards
1
Q
six audience demographics
A
A,B,C1,C2,D,E
2
Q
demographic A
A
upper middle class i.e doctor lawyer
3
Q
demographic B
A
middle class i.e teacher architect
4
Q
demographic c1
A
lower middle class i.e shop manager , social worker
5
Q
demographic C2
A
skilled working class i.e nurse , cook
6
Q
demographic D
A
working class i.e waiter , shop worker
7
Q
demographic E
A
those at the lowest level of subsistence i.e pensioners, unemployed
8
Q
7 audience psychographics
A
the aspirer, the explorer, the mainstreamer, the reformer, the resigned, the struggler, the succeeder,
9
Q
the aspirer profile
A
- seek status
- happy investing in luxury goods
- like brands that show their position in society(i.e hugo boss)
-may be persuaded by celebrity endorsements
10
Q
the explorer profile
A
- they seek discovery
- like to discover new things
- attracted to new and innovative brands
11
Q
the mainstreamer profile
A
- seek security
make up 40% of population - like tried and trusted brands that are value for money
- less likely to take risks
12
Q
the reformer profile
A
- seek enlightenment
- defined by self esteem and self improvement
- not influenced or impressed by status
- inclined to invest in products good for them or for the environment
13
Q
the resigned profile
A
- predominantly older people who have built up their attitudes over time
- believe in institutions and traditions that they have come to trust
- seek to survive
14
Q
the struggler profile
A
- they seek to escape
- has a “live for the day” mentality
- dont think about the future
- may see themselves as victims with only their physical skills helping them in society
15
Q
the succeeder profile
A
- seek control
- those with high status who have control over lives and nothing to prove
- believe they deserve best and thus buy from “best” brands based on reliability
