Demographics and Psychographics
1) What information do media companies use to create a demographic profile of their audience? Age Gender Education Social class Race/ethnicity Job/profession/earnings Home (city/village/countryside) 2) Why are media companies and advertisers increasingly using audience profiling and not just demographics? Media companies and advertisers are increasingly using audience profiling in addition to demographics because it provides a more comprehensive and nuanced understanding of their audience. Now they try to sell a brand or lifestyle and therefore need to know more about their audience than simply age, gender or where they live. 3) What are the seven different Pychographic groups? The Aspirer, The Reformer, The Explorer, The Succeeder, The Resigned, The Struggler, The Mainstream 4) Write a brief summary of what each Psychographic group is seeking or motivated by. The Aspirer: Materialistic, acquisitive people who are driven by others perceptions. ...