4178641
Cross-Cultural Consumer Characterisation
- Rubicam &
Young
- Mainstreamers (Need to be
comfortable and like others)
- Need: Security
- I feel that my audience would fit particularly well into this
category as documentaries on Channel 4 are devised to
reach a mainstream audience by exploring narrative
aspects of serious issues such as bullying.
- Need: Security
- Achievers (Financially successful, like
higher quality and luxury products)
- Need: Quality and Control
- Due to my target audience mainly consisting of socio-economic groups A, B and C1 I feel that this audience would also fit
suitably to my audience - my documentary will be made to be broadcast on Channel 4 (a trustworthy, high quality
company) and so my audience will feel comfortable in watching a high quality programme covering significant topics.
- Need: Quality and Control
- Reformers (Confident, well educated,
resistant to consumer advertising)
- Need: Individuality and Realism
- Again, my target audience is a very varied group of
people and so the members fall into many different
lifestyle categories e.t.c.. My product is going to be
utilised to inform and educate audiences on
new/important issues in society.
- Need: Individuality and Realism
- Aspirers (Try to better themselves through product brands -
use products as a status symbol)
- Need: Status
- However, I don't feel that my target audience would match this
particular audience as aspirers aim to better themselves through
buying well known branded products to create a status for themselves.
My audience is much more of a reformer and achiever as they are
interested in the issues that happen in society and want to be further
educated.
- Need: Status
Media attachments
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