Audience Segmentation One application of psychographics was from Young and Rubicam For the purposes of advertising and marketing, the target audience is viewed as a segment of a Inc: consumer market. Young and Rubicam, an American This audience is defined or segmented by ‘the media’ in two ways: advertising agency, developed the a system of segmenting audiences Demographics – the consumer is categorised in terms of concrete variables such as age, class, by the personality called the Four gender, geographical location and socio-economic groups (see below) Cs (Cross-Cultural Consumer Characteristics) categorisation of Psychographics – The consumer is categorised in terms of their interests, attitudes and opinions such consumers in the 1970s; this as those who aspire to a richer lifestyle or those who want to make the world a better place (see method moved away from the idea below) of socio-economics (NRS see above), to view consumers in The NRS social grades are a system of demographic classification used in the United Kingdom. They terms of their personal aspirations were originally developed by the National Readership Survey in order to classify readers but are now regardless of which socio economic used by other organisations for wider applications and market research. Remember: the following group the fall into. classifications do not take account of what the various professions/jobs earn. The Fours C’s are: NRS - Socio Economic groups Mainstreamers

UK Grade Social class Typical occupation At 40% of the market this is the pop. largest segment of consumers. This upper middle doctor, solicitor, barrister, group seek security in conformity A 3.4 % class accountant, company director and tend to buy well-established brands such as Heinz Baked Beans 21.6 nurse, police officer, probation B middle class or Kellogg’s Cornflakes. % officer, middle manager, teacher lower middle 29.1 junior manager, clerical/office Aspirers C1 class % workers(white collar workers) This group’s motivation is status skilled foreman, agricultural worker, and they tend to buy smart high C2 working 21 % plumber, bricklayer (blue collar tech and high fashion goods which class workers) will help give them a higher status working 16.2 manual workers, shop assistant, image. D class % fisherman, apprentices Succeeders E underclass 8.8 % casual labourers, state pensioners These are people who have Psychographics climbed the ladder and now want Refers to psychological attributes that can be to keep control of what they have; assigned to groups of people (audiences) such car advertisements which emphasis as: Audience research power and control are aimed at this group.  Personality  Values & Beliefs It is always essential when creating any media Reformers  Attitudes product that you have a clear idea of who  Interests (Likes and dislikes) your audience are and what they expect to This group wants to make the  Lifestyles read, listen, watch in your product. world a better place. They tend to be educated professionals such as The Core Audience teachers, doctors, etc. These There are two typical core audiences, who the Media marketing experts will always carry out people tend to buy eco-friendly majority of films are made for. They are audience research to ensure they are products and health foods. families and men age 16-24. providing their audiences with the ingredients Although this, historically is a they want (repertoire of elements) and also relatively small group it is growing The Role of the Audience ensure they know how and where to find rapidly and as consumers they have an influential voice with The audience has many roles, ultimately to them so that they can maximise their sales, manufacturers. consume the text, but also to inform the circu lation or readership. producers of current trends.

Communities One application of psychographics was from Young and Rubicam Where will you find your ‘community’? An Inc: audience is part of a community that might physically, commercially or digitally congregate Young and Rubicam, an American in one place or perhaps on one website. They advertising agency, developed the may all follow the same band, sports team, a system of segmenting political party or have the same hobby – but audiences by the personality where and how will you reach them? called the Four Cs (Cross-Cultural Consumer Characteristics) PSYCHOGRAPHIC GROUPINGS categorisation of consumers in the 1970s; this method moved away from the idea of socio-economics (NRS see above), to view consumers in terms of their personal aspirations regardless of which socio economic group the Succeeders more money than aspirers, fall into.

don’t need to show it The Fours C’s are: Aspirers want to have more money or status, buy flashy Mainstreamers Mainstreamers go with the flow, don’t At 40% of the market this is the want to stand out largest segment of consumers. Free birds vital, active, altruistic This group seek security in seniors conformity and tend to buy well- established brands such as Heinz Settled elders devout, older, sedentary Baked Beans or Kellogg’s lifestyles Cornflakes.

Struggling singles high aspirations, low Aspirers economic status This group’s motivation is status Rugged traditional male values, and they tend to buy smart high traditionalists love of outdoors tech and high fashion goods which will help give them a higher status Renaissance active, caring, affluent, image. women influential mums Succeeders Home soldiers home centre, family These are people who have orientated, materially climbed the ladder and now want ambitious to keep control of what they have; car advertisements which Priority parents family families, activities, emphasis power and control are media strongly dominate aimed at this group. Dynamic duos hard driving high Reformers involvement couples Fun/Atics aspirational, fun seeking This group wants to make the active young people world a better place. They tend to be educated professionals such as Tribe Wired Digital, free spirited, teachers, doctors, etc. These creative young singles people tend to buy eco-friendly products and health foods. Individualists want to show they are Although this, historically is a different relatively small group it is growing rapidly and as consumers they Carers/Reformers want to save the world have an influential voice with manufacturers.