This document discusses 7 different audience segments - Resigned, Struggler, Mainstream, Aspirer, Succeeder, Explorer, and Reformer - and provides examples of advertisements and brands that would appeal to each segment based on their characteristics and demographics. It analyzes who the target audience is for advertisements of John Lewis, junk food, Coca-Cola, Beats by Dr. Dre headphones, Lacoste clothing, Audi cars, and compares their psychographic profiles and likely social grades.

1. Audience Segmentation in
Advertisements

2. Resigned
Rigid, strict, authoritarian and chauvinist values, oriented to the past and to
Resigned roles. Brand choice stresses safety, familiarity and economy.
The demographic for this advert are women and men (possibly couples), aged
around 25-35, as John Lewis tends to be a shop for people who want to
improve her domestic environment, often after marriage. It’s also likely that
they are in the A – C1 social grade because that’s the image that John Lewis
has gained as a lot of the products in the shop are reasonably expensive.

3. Struggler
Alienated, Struggling, 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.
The target audience for this advert are men between the ages of
25-40, and in the C2 or D social grade, as these kind of men
tend to buy more junk food because it’s cheaper.

4. Mainstream
Domestic, conformist, conventional,
sentimental, passive, habitual. Part
of the mass, favoring big and well-
known value for money 'family'
brands.
This advert is aimed at a large
audience including most adults, and
children (making it mainstream),
this is because firstly, coke is such a
huge brand that everyone knows
about it, and secondly the images in
the advert appeal to a wide
audience for example there are a
few teddy bears which could appeal
to children, and also a motor bike
which would appeal to an older
audience.

5. Aspirer
Materialistic, acquisitive, oriented to eccentrics ... image, appearance,
charisma, persona and fashion. Attractive packaging more important
than quality of contents. (Younger, clerical/sales type occupation).
This advertisement for Dr. Dre’s beats expresses this due to the fact that
they are expensive headphones which people buy only to impress others
and not for the actual reason for buying headphones. The object itself is
of decent quality however materialistic people, usually the younger sorts
of people, tend to buy them in order to impress others.

6. Succeeder
Strong goal orientation, confidence,
work ethic, organisation ... support
status quo, stability. Brand choice
based on reward, prestige - the very
best . Also attracted to 'caring' and
protective brands ... stress relief.
The advert shown here for Lacoste
relates to this psychographic as the
brand Lacoste sells expensive yet
high quality clothing which appeals
to the rich and wealthy. They
appeal to succeeders as they tend
to be in higher management jobs
and professions in a certain
field/area. People who are in this
psychographic group tend to care
more about the brands of items
therefore the brand in this
advertisement appeals to them than
say a blue inc brand or Asda's george
brand.

7. Explorer
Energy - autonomy, experience,
challenge, new frontiers. Brand choice
highlights difference, sensation,
adventure, indulgence and instant effect -
the first to try new brands. (Younger -
student).
The demographic for this particular advert
are Males aged between 20 – 30, as the
model on the advert is male and therefore
acts as a visual role model for others.
They are also most likely to be in the B –
C1 social grade, because they are more
likely to fit the class of explorer, and have
the urge look/feel like the model.

8. Reformer
Freedom from restriction, personal growth, social awareness, value for time,
independent judgment, tolerance of complexity, anti-materialistic but intolerant of
bad taste. Curious and enquiring, support growth of new product categories. Select
brands for intrinsic quality, favoring natural simplicity, small is beautiful.
This advertisement suits this psychographic group due to the fact that Audi is a good,
well-known brand who's cars are always of good quality and live up to what they
are meant to do/achieve. Although others would not buy these kinds of things,
reformers would as they have attended high education therefore meaning that
most of them have good, well paying jobs and are in the A-C1 social grade, and
therefore they can afford cars like these.