Demographic profiling is problematic as people are not all the same just because they have the same job, income or class. All white female doctors are not the same or Muslim male managers!
Psychographic profiling focuses on the individual – it assumes audience members are complex.
It focuses particularly on defining audiences by their emotions, personality and needs.
Socio-economic Values The advertising industry carries out a lot of market research ( often through BARB and RAJAR). They claim they can segment audiences on the basis of socio-economic values: SURVIVORS: Those who want security and like routine. SOCIAL CLIMBERS: Those who have a strong materialistic drive and like status symbols. CARE GIVERS: Those who believe in ‘caring and sharing.’ EXPLORERS: Those for whom personal growth and influencing social change is important.
Defining audiences by their needs American psychologist Abraham Maslow created the ‘Hierarchy of Needs’
All psychographic profiling can be linked to Maslow’s ideas.
Maslow claimed that we all have different layers of needs.
and we need to satisfy one before we can move onto the next
Advertisers are increasingly using ideas such as Maslow’s with demographics in an attempt to be more effective and efficient in the way they target particular groups of people.
Advertising Task In groups analyse and discuss the needs that the media producers are using to sell their products. Fill out the grids in your packs.
Advertising Examples Hovis Advert Chanel advert Next advert Burger King advert
Young and Rubicam’s Cross- Cultural Characteristics Young and Rubicam are a New York advertising agency andthey did something new … they defined their audience by their personal aims/ goals . What motivates them.
Young and Rubicam’s Cross- Cultural Characteristics
They claimed there are 4 categories of people in society ( the 4 Cs) :
Mainstreamers: This is the largest section of society / the market (40%) – This group seek conformity and tend to buy well known brand names. Aspirers: These people are motivated by status- they buy high fashion and high tech goods. Succeeders: These people have climbed the ladder and want to keep control of what they have. Car adverts that emphasise power and control are aimed at them. Reformers: This group want the world to be a better place. Educated people such as teachers, doctors who are more likely to buy eco friendly and health products
Advertising Task: Task: in small groups analyse the following magazine adverts and decide which audience category ( from the 4 C’s idea) that they are aimed at.