Audience

Audience: The type of person you want to target a product towards.

Demographic profile:

A- Bankers, Lawyers, Doctors                                                                      
B- Teachers, creative and media people
C1- Office supervisor, junior management, nurse
C2-Plumbers, builders, decorators
D- Semi/unskilled, Manuel workers
E- Unemployment, students, pensioners

Psychographic Profiling:

Mainstreamers: People who seek security, conformists and domestic. Family brands/largest group.
Aspirers: Seek status, are materialistic and focus on appearance and image. Typically younger people
Succeeders: People with strong goals and confidence. Seek control and have a high work ethic. Typically higher management and professions.
Resigned: Seek survival, rigid and interested in tradition. Usually older people.
Explorers: Seek energetic experiences and discover individualism. Typically students
Strugglers: Seek escape, disorganised and alienated. Typically spends money on alcohol and junk food. Usually lower demographic
Reformers: Seek enlightenment, freedom and personal growth but aware of good taste.


        Stuart Hall Reception theory         /   --------------------------> Dominant
                                                             /                                           "Completely agree"
                                                           /
Intended message-----------------------------------------------------> Negotiated
                                                           \                                             "Yeah ok, kind of agree"
                                                             \
                                                               \  ---------------------------> Opposition
                                                                                                         "Don't agree"