Psychographics
Notes from Mcguffin
Young and Rubicon invented a successful psychographic profile known as their 4 Cs Marketing Model: Cross Cultural Consumer Characterisation. They suggested people fit into one of seven groups:
Resigned
Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)
Strugglers
Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
Mainstreamers
Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value-for-money 'family' brands. Almost invariably the largest 4Cs group.
Aspirers
Materialistic, acquisitive, affiliative, oriented to extrinsic... image, appearance, charisma, persona and fashion. Attractive packaging is more important than the quality of content. (Younger, clerical/sales type occupation)
Succeeders
Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, and prestige - the very best. Also attracted to 'caring' and protective brands ... stress relief. (Top management)
Explorers
Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)
Reformers
Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support the growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful. (Higher Education)
Presentation:
Sandeep, Gurleen, Rukiya
Audience classification
How is the audience defined in the Factsheet?
The term "audience" is used for all the individual people
who consume a media product.
2) What does the infographic for Gen Z in the age of Covid-19 suggest about the media Gen Z consumes?
Gen Z consumes mostly online videos(51%). They rarely consume physical press (9%)
3) How do media companies target and measure their audience in the digital age?
Many media companies rely on the services of other organisations to tell them who consumes their products. These companies that collect this data may be the host service in the case of a web or digital text or a specialist company that collects data about who is purchasing print media or watching specific television programmes.
4) What did the NRS use to do and what does PAMCO do now?
The National Readership Survey was conducted from 1956 to 2018 and was used to collect demographic information about the audiences of newspapers. In 2018, the NRS was changed into PAMCO, which collates information on traditional newspapers and magazines in print form and their digital presence, producing some complex data about who consumes them.
5) How are demographics and psychographics defined in the factsheet?
Demographics at its simplest involves collecting relatively impersonal data about individuals and what they are consuming. This can then be used to predict wider trends in consumption.
Psychographics, sometimes called lifestyle profiling, is a more subtle way of categorising media audiences.
6) Now read the rest of the factsheet - we'll be studying these theories over the next few lessons. Choose one audience theory you think is interesting and explain why.
I find interest in Rubicam's theory as it refers to consumer categories and is based more on people's viewpoints and approaches.
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