AUDIENCE AND ADVERTIISING Traditionally, Audiences have been classified and divided by various different methods…this is also called SEGMENTATION How might you divide a group of people up?
These are traditional methods of audience segmentation and they work perfectly well. Can you think of any problems with this system? So MASLOW and two guys called ‘Young & Rubicam’ came up with another way to divide or target the audience based on Personality Type
The Cross Cultural Consumer Characterisation, or ‘4Cs’ for short
Which one are you? Which one is your Mum/Dad/Sibling?
Here are some more Lifestyle groupings: BUPPIE Black Urban Professional DIMP Double Income, Money Problems DINK Double Income, No Kids DINKY Double Income, No Kids Yet FLY Fun Loving Youth GRAMPIE Grown Active Moneyed People in Excellent State GUPPIEGay Urban Professional LIPS Low Income, Parents Supporting NIMBY Not In My Back-Yard OINK One Income, No Kids OPF One Parent Family POSSLQPerson of Opposite Sex Sharing Living Quarters SELPIESecond Life People SINBAD Single Income, No Boyfriend, Absolutely Desperate SKIPPY School Kid with Purchasing Power WASPWhite Anglo-Saxon Protestant WOOPIE Well-Off Older Person YUPPIE Young Urban Professional
Targeting an Audience How do you target your audience? Who are your audience? How do you know your audience?
The KEY issues!!! What is a USP? What is your USP? What console are you going to provide a game for and why this is important Game advertising and traditional models for marketing