L6: Audience Profiling Flashcards
_______ uses digital technology to galvanize supporters to act
Digital advocacy
Digital advocacy uses digital technology to galvanize supporters to act. Its central component is ______ such as social media.
digital tools
Digital advocacy uses digital technology to galvanize supporters to act. Its central component is digital tools such as ______
Social Media
Another task you can do during the stage one is ________. Before the releasing and promotion stage, you must know your audience first
audience profiling
It is a task about defining exactly who are your target or intended user and audience
Audience profiling
In audience profiling, you consider the _____ & ______ on defining your user and audience.
demographics and psychographics
A common and traditional method of audience profiling
Demographics
is a way of describing an audience by looking at their behavior and personality traits.
Psychographics
marks a certain category of individual and provides an observation of their viewing and spending habits. It can be beliefs, values, attitudes, motivations, and aspirations
Psychographics
A small advertising agency from ______ called ____________ (currently known as ______) invented a successful psychographic profile known as 4C’s Marketing Model
Philadelphia, Young and Rubicam or Y&R, VMLY&R
A small advertising agency from Philadelphia called Young and Rubicam or Y&R (currently known as VMLY&R) invented a successful psychographic profile known as ______
4C’s Marketing Model
4C’s Marketing Model meaning
Cross Cultural Consumer Characterization
This characterization allows us to connote our audience by their personality/behavior which is a more psychographic approach.
4C’s Marketing Model
Seven (7) different categories of Psychographics
Mainstreamers
Aspirers
Succeeders
Resigned
Explorers
Strugglers
Reformers
Tend to me domestic, conformist, conventional, sentimental. Favor value for money family brands. Nearly always.
Mainstreamers
Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging more important than contents.
Aspirers
Typically, younger people, clerical and sales jobs.
Aspirers
Strong goals, confidence, work ethic and organization.
Succeeders
Seek stability
Succeeders
Brand choice based on self-reward and quality
Succeeders
Typically, higher management and professionals.
Succeeders
Right and authoritarian values.
Resigned
Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically, older people.
Resigned
Energy, individualism and experience. Values difference and adventure.
Explorers
The first to try new brands
Explorers
Younger demographic-students
Explorers
Alienated and disorganized
Strugglers
Few resources beyond physical skills
Strugglers
Brand choice involves impact and sensation
Strugglers
Buys alcohol, junk food, lottery tickets. D and E demographics.
Strugglers
Freedom of restrictions and personal growth. Social awareness and independent judgement.
Reformers
Anti-materialistic but aware of good taste.
Reformers
Has attended higher education and selects products for quality.
Reformers
Seek discovery
Explorers
Seeks enlightenment
Reformers
Seek survival
Resigned
Seek escape
Strugglers
Seek status
Aspirers
Seek security
Mainstreamers
Seek control
Succeeders
To craft an effective publicity strategy, ______ is the key
audience profiling
To craft an effective _____, audience profiling is the key
publicity strategy
It is a fictitious character that you model after a member
of your target audience.
Audience profile
Steps in creating target audience profile according to
Hughes, J. and Brafton.com
6 steps in creating target audience profile
- Collect data about you target audience
- Research your target audience’s demographics
- Identify needs and pain points of your target audience
- Round out likes and dislikes
- Put it all together and create a broad description of your ideal audience
- Make changes as needed
During the planning and conceptualizing for your social change campaign, search for existing campaigns and projects similar with your advocacy and analyze how its audiences react on the content of its campaign and what are the factors that affects this reaction.
Collect data about your target audience
Some basic demographics may be easy to identify such as gender, while the other may require more research to identify such as age, location, status, etc.
Research your target audience’s demographics
Some basic demographics may be easy to identify such as ____, while the other may require more research to identify such as _______
gender ; age, location, status, etc.
You must apply empathy in this step. When they say, “place yourself in the other’s shoe”, it means you put yourself in their situation, and look things from their point of view or perspective.
Identify needs and pain points of your target audience
In third step, you must apply?
empathy
In this step, you must understand the psychographics of the target audience
Round out likes and dislikes
By identifying their interest, value, like, dislikes, attitudes, and personality traits, it can be basis for your branding.
Round out likes and dislikes
By identifying their __________ (6), it can be basis for your branding.
interest, value, like, dislikes, attitudes, and personality traits
It is a marketing strategy that helps to distinguish your campaign or project from the others
Branding
It is a marketing strategy that helps to distinguish your campaign or project from the others. From what kind of language use, what values you endorse, what sort of imagery you use, and so on, branding can be seen
Round out likes and dislikes
Creating format from your ideal audience profile
Put it all together and create a broad description of your ideal audience
Step 5 format (5(
a. Key Demographics
b. Key Psychographics
c. Challenges
d. Preferred Channels
e. Preferred Content Types
Key Demographics
age range, gender, and common job titles
Key Psychographics
likes, dislikes, strives for, values
Challenges
3 to 5 needs or problems
Preferred Channels
ICT platforms or tools for content consumption, for first contact, and for browsing
Preferred Content Types
image, audio, or any file format
