Audience theory

Demographics- Defines the adult population largely by the work that they do.
Psychographics- Describing an audience by looking at the behaviour and personality traits of its members.

Young and Rubicam created a theory that looked at the brands people brought and how people felt about them. The system created saw the understanding of the deeper appeals of the brands. They system understood that people from different countries were influenced by different cultural backgrounds so to make it a fair system, removed the effect of these, this led to it being named the Cross Cultural Consumer Characterisation, or the '4C's'. The theory divides people into seven types, depending on their core motivation. The seven types included;

1. The Explorer- These people are driven by the need for challenge and to discover and are often the first to try out new ideas and experiences, these people were seen to accept and respond to new brands that offer instant effects. They want to be seen as different and the first. Core need is discovery.
2. The Aspirer- These people are materialistic people that are driven by others perceptions of them rather than by their own values. These respond to what others see as being superficials. Eg; Image, appearance, person and fashion. While most would look at the contents of a pack, these would focus on the attractiveness of it. Core need is for status.
3. The Succeder- The succeeders have a strong goal and know where they want to be, setting goal and being organised to get there. They often reach positions of responsibility in society. When looking at brands they seek reward and seek out the best because they want the best and feel like they deserve it. However, the also seek out protective brands due to their aggressive, fighting attitude to life, they need to relax. Core need is for control.
4. The Reformer- The reformer are socially aware and pride themselves on tolerance and they are often the leading edge of society and perceived as intellectual. However, when looking at brands, they won't buy things purely because they're new. Core need is enlightenment.
5. The Mainstream- These people live in the world of 'the everyday', in their lives a daily routine is a main part of their life and the way they live. When looking at their life choices they adapt a rather 'we' than 'me' attitude, so their untied with other people. They are mainstream with society and the largest group evidently. They respond to 'family' brands an value for money to stick to what they know and live like the majority - money saving. Core need is for security.
6. The Struggler- These people are the type of people that have the 'You Only Live Once' approach to live, as they live for today and make few plans for tomorrow. They are often associated as wasters and losers, people that have little aims and few resources apart from physical skills. If they get anywhere in life, it's seen as if it will only depend on if they win the lottery rather than working hard and getting places. Their lives are apparently associated with alcohol and junk food and visual and physical impact and sensations are important in their brand choices.Seek an escape.
7. The Resigned- These people are predominantly older people with unchanging values that have built up over time, the past has a nostalgic feel to it. They respect institutions and enjoy a traditional role. Their brand choices and driven by the need to safety and following what they know and are familiar too. Aim is to survive.