Audience segmentation

Audience segmentation:

The 9 categories in demographics are the categories we put the public into to target our audience for products. These are-
.race
.sexuality
.age
.gender
.class
.area
.income
.religion
.generation 


Class based on profession:

A
Upper middle class
Professionals or administrative
High Material 

B
Middle Class
Professionals or administrative
Intermediate managerial 

C1 
Lower-middle class 
Professionals or administrative 
Supervisory clerical 
Junior managerial 

C2 
skilled working class
Skilled manual workers

D 
Working class 
Semi skilled and unskilled manual workers

E
Subsistence 
Pensioners 
Casual workers 
State supported 


Age ranges: 
.15-18
.18-26
.26-34
.35-44
.45-54
.55-64
.65+

Psychographics
The study and categorization of people based on their values, attitudes, beliefs, aspirations and needs. 
Psychoraphics labels a particular type of person and makes an assessment about their viewing and spending habits.

The many measurements of psychographics: 
.Crowd DNA's uk tribes
.Young & rubicam's 4 c's 
.Maslow's hierarchy 
.National readership surevey's super profiles 
.ACORN 
.Insight values scale

Tribes
The youth market is usually divided into "tribes" 
>punks
.Goths
.Emo
.Rock/metallers
.Chavs
.Geeks 
.Indie


Maslow's hierarchy of needs 1969






Young& Rubicam's 4 c'S- they put the audience in groups with labels that suggest their position in society. the 4 C's stand for cross Cultural consumer Characterisation.

Aspires- Seeks status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Attractive packaging is more important than contents. Typically younger people, clerical and sales jobs. The bling ring is a film for aspires.

Explorers- seek discovery, energy individualism and experience  values difference and adventure. Brand choices highlights satisfaction and instant effect. The first to try new brands, younger demographic students. Transformers is aimed at explorers. 

Reformers- seeks enlightenment, freedom of restrictions and personal growth. social awareness and independent judgement. Anti-materialistic but aware of good taste. has attended higher education and selects products for quality. A film such as take shelter is for a reformer audience.  

Strugglers- seeks escape. Alienated and disorganised, few resources beyond physical skills. Brand choice involves impact and sensation  Buys alcohol, junk food and lottery tickets. Typically D and E demographic. Big action packed movies are aimed at strugglers because they can take them away into a different place and example of this would be Transformers.

Mainstreamers- seek security, tend to be domestic, conformists, conventional, sentimental- favour value for money family brands. Nearly always the largest group. a film such as Avatar and Transformers is aimed at mainstremers. 

Succeeders- seek control, strong goals, confidence, work, ethic, and organisation. Supports stability. Brand choices based on self reward and quality work in typically higher management or professional jobs. 

Resigned- Seeks survival, rigid and authoritarian values. Interested in the past and tradition. brand choices stresses safety, familiarity and economy. Typically older people. The film the Queen is aimed at resigners as they will respect and identify with the Queens actions and views.