L6: Audience Profiling

Question 1

_______ uses digital technology to galvanize supporters to act

Answer 1

Digital advocacy

Question 2

Digital advocacy uses digital technology to galvanize supporters to act. Its central component is ______ such as social media.

Answer 2

digital tools

Question 3

Digital advocacy uses digital technology to galvanize supporters to act. Its central component is digital tools such as ______

Answer 3

Social Media

Question 4

Another task you can do during the stage one is ________. Before the releasing and promotion stage, you must know your audience first

Answer 4

audience profiling

Question 5

It is a task about defining exactly who are your target or intended user and audience

Answer 5

Audience profiling

Question 6

In audience profiling, you consider the _____ & ______ on defining your user and audience.

Answer 6

demographics and psychographics

Question 7

A common and traditional method of audience profiling

Answer 7

Demographics

Question 8

is a way of describing an audience by looking at their behavior and personality traits.

Answer 8

Psychographics

Question 9

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

Answer 9

Psychographics

Question 10

A small advertising agency from ______ called ____________ (currently known as ______) invented a successful psychographic profile known as 4C’s Marketing Model

Answer 10

Philadelphia, Young and Rubicam or Y&R, VMLY&R

Question 11

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 ______

Answer 11

4C’s Marketing Model

Question 12

4C’s Marketing Model meaning

Answer 12

Cross Cultural Consumer Characterization

Question 13

This characterization allows us to connote our audience by their personality/behavior which is a more psychographic approach.

Answer 13

4C’s Marketing Model

Question 14

Seven (7) different categories of Psychographics

Answer 14

Mainstreamers
Aspirers
Succeeders
Resigned
Explorers
Strugglers
Reformers

Question 15

Tend to me domestic, conformist, conventional, sentimental. Favor value for money family brands. Nearly always.

Answer 15

Mainstreamers

Question 16

Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging more important than contents.

Answer 16

Aspirers

Question 17

Typically, younger people, clerical and sales jobs.

Answer 17

Aspirers

Question 18

Strong goals, confidence, work ethic and organization.

Answer 18

Succeeders

Question 19

Seek stability

Answer 19

Succeeders

Question 20

Brand choice based on self-reward and quality

Answer 20

Succeeders

Question 21

Typically, higher management and professionals.

Answer 21

Succeeders

Question 22

Right and authoritarian values.

Answer 22

Resigned

Question 23

Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically, older people.

Answer 23

Resigned

Question 24

Energy, individualism and experience. Values difference and adventure.

Answer 24

Explorers

Question 25

The first to try new brands

Answer 25

Explorers

Question 26

Younger demographic-students

Answer 26

Explorers

Question 27

Alienated and disorganized

Answer 27

Strugglers

Question 28

Few resources beyond physical skills

Answer 28

Strugglers

Question 29

Brand choice involves impact and sensation

Answer 29

Strugglers

Question 30

Buys alcohol, junk food, lottery tickets. D and E demographics.

Answer 30

Strugglers

Question 31

Freedom of restrictions and personal growth. Social awareness and independent judgement.

Answer 31

Reformers

Question 32

Anti-materialistic but aware of good taste.

Answer 32

Reformers

Question 33

Has attended higher education and selects products for quality.

Answer 33

Reformers

Question 34

Seek discovery

Answer 34

Explorers

Question 35

Seeks enlightenment

Answer 35

Reformers

Question 36

Seek survival

Answer 36

Resigned

Question 37

Seek escape

Answer 37

Strugglers

Question 38

Seek status

Answer 38

Aspirers

Question 39

Seek security

Answer 39

Mainstreamers

Question 40

Seek control

Answer 40

Succeeders

Question 41

To craft an effective publicity strategy, ______ is the key

Answer 41

audience profiling

Question 42

To craft an effective _____, audience profiling is the key

Answer 42

publicity strategy

Question 43

It is a fictitious character that you model after a member of your target audience.

Answer 43

Audience profile

Question 44

Steps in creating target audience profile according to

Answer 44

Hughes, J. and Brafton.com

Question 45

6 steps in creating target audience profile

Answer 45

1. Collect data about you target audience 2. Research your target audience's demographics 3. Identify needs and pain points of your target audience 4. Round out likes and dislikes 5. Put it all together and create a broad description of your ideal audience 6. Make changes as needed

Question 46

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.

Answer 46

Collect data about your target audience

Question 47

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.

Answer 47

Research your target audience's demographics

Question 48

Some basic demographics may be easy to identify such as ____, while the other may require more research to identify such as _______

Answer 48

gender ; age, location, status, etc.

Question 49

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.

Answer 49

Identify needs and pain points of your target audience

Question 50

In third step, you must apply?

Answer 50

empathy

Question 51

In this step, you must understand the psychographics of the target audience

Answer 51

Round out likes and dislikes

Question 52

By identifying their interest, value, like, dislikes, attitudes, and personality traits, it can be basis for your branding.

Answer 52

Round out likes and dislikes

Question 53

By identifying their __________ (6), it can be basis for your branding.

Answer 53

interest, value, like, dislikes, attitudes, and personality traits

Question 54

It is a marketing strategy that helps to distinguish your campaign or project from the others

Answer 54

Branding

Question 55

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

Answer 55

Round out likes and dislikes

Question 56

Creating format from your ideal audience profile

Answer 56

Put it all together and create a broad description of your ideal audience

Question 57

Step 5 format (5(

Answer 57

a. Key Demographics b. Key Psychographics c. Challenges d. Preferred Channels e. Preferred Content Types

Question 58

Key Demographics

Answer 58

age range, gender, and common job titles

Question 59

Key Psychographics

Answer 59

likes, dislikes, strives for, values

Question 60

Challenges

Answer 60

3 to 5 needs or problems

Question 61

Preferred Channels

Answer 61

ICT platforms or tools for content consumption, for first contact, and for browsing

Question 62

Preferred Content Types

Answer 62

image, audio, or any file format