Audience Profiling

1. Audience Profiling
Rubicams 4 C’s

2. Young + Rubicam’s four C’S
» Set up in the 1970 this was a move
from class divisions to the concept
of categorization by personal
aspirations

3. Mainstreamers
» This is the largest market segement
of consumers - 40%
» This person will seek security in
conformity and tend to buy well
known products such as
Heinz/Kelloggs.

4. Aspirers
» This group motivation is status and
they tend to buy smart high tech
and fashion foods.
» The products they purchase is
designed to help increase their
status.
» Nescafe / iphone / rolex

5. Succeeders
» People who have climbed the
ladder and now want to keep
control of what they have.
» Car adverts which emphasis power
and control - jaguar + BMW aim at
this group.

6. Reformers
» This group want to make the world a
better place.
» They tend to be educated professionals.
» These people buy eco-friendly products
and healthy food. Although this is a
relatively small group.
» Free-range chicken.
» This is now a growing group as seen
through programs such as Hugh’s chicken
campaign.

7. BBC QED - ‘Its easy being a dolphin’
» They discovered a new addition to
the four C’S;
Individual
This person responds to adverts
that emphasize quirkiness and
individuality.
E.G. - Rutger Hauer - Guinness

8. Lifestyles
» Ad men constantly finding new sub-
categories to the four C’s such as:
 Opals (old people active lifestyles)
 Yuppies (Young upwodly mobile professional)
 Dinkys (Double income no kids yet)
 Woopies (Well off older people)
 Lambards (Lots of money but a real dickhead)