Demographics and Psychographics
1) What information do media companies use to create a demographic profile of their audience? A ge, G ender, E ducational level, S ocial class, R ace, E thnicity 2) Why are media companies and advertisers increasingly using audience profiling and not just demographics? P ersonality, I nterests, A ttitudes, L ifestyle choices, P referred brands, M otivations for buying 3) What are the seven different Psychographic groups? E xplorers , A spirers , S ucceeders , R eformers , M ainstreamers , S trugglers , R esigned 4) Write a brief summary of what each Psychographic group is seeking or motivated by. E xplorers – Seek adventure, new experiences, change and discovery. A spirers – Seek status, image, style and recognition from others. S ucceeders – Seek control, success, stability, and high-quality, reliable brands. R eformers – Seek personal growth, ethics, authenticity and social respo...
