audiences Flashcards

1
Q

six audience demographics

A

A,B,C1,C2,D,E

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2
Q

demographic A

A

upper middle class i.e doctor lawyer

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3
Q

demographic B

A

middle class i.e teacher architect

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4
Q

demographic c1

A

lower middle class i.e shop manager , social worker

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5
Q

demographic C2

A

skilled working class i.e nurse , cook

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6
Q

demographic D

A

working class i.e waiter , shop worker

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7
Q

demographic E

A

those at the lowest level of subsistence i.e pensioners, unemployed

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8
Q

7 audience psychographics

A

the aspirer, the explorer, the mainstreamer, the reformer, the resigned, the struggler, the succeeder,

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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
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10
Q

the explorer profile

A
  • they seek discovery
  • like to discover new things
  • attracted to new and innovative brands
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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
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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
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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
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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
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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
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