Psychographics
Psychographic variables are any attributes relating to personality, values, attitudes, interests or lifestyles. They are also called IAO variables (for interests, activities and opinions). This was developed in the early 1970’s. the original categories were:
Belongers - These are the traditionalist, cautious and conforming conservatives that stay at home and are ‘nest builders’. These are the people that are more susceptible to advertising (such as pension plans, DIY etc.)
Psychographic variables are any attributes relating to personality, values, attitudes, interests or lifestyles. They are also called IAO variables (for interests, activities and opinions). This was developed in the early 1970’s. the original categories were:
Belongers - These are the traditionalist, cautious and conforming conservatives that stay at home and are ‘nest builders’. These are the people that are more susceptible to advertising (such as pension plans, DIY etc.)
Emulators - this is a smaller, more impressionable group, often young. This group of people mainly wish to seek identities, as well as lack in self confidence, are confused and vulnerable. Advertisers prey on their insecurities offering them role models, heroes and the reassurance of group acceptance and friendship.
Emulator-Achievers - Materialists ( the young people who wanted to earn money in the 80’s), acquisitive customers that favour designer labels. Basically want to make themselves look good when they’re not.
Societially-conscious Achievers - ‘Greying hippies’, the youth of the 60’s, concerned more with personal rather than financial or professional fulfilment. Don’t care unless they are happy. Sceptical about advertisement.
Needed-directed - Minimum wage earners or those who gain welfare benefits. Mainly concerned with surviving rather than consuming in advertisers’ sense. As far as advertisers go, they scarcely exist.
Advertiser’s social grades
These grades are used by the Advertising Association to group the different levels of social groups to which certain things may be advertised (in our case, film promos). Here are the six groups they came up with:
A) Upper middle - These people work in higher management, Professional and administrative jobs. (Managers/Bosses)
B) Middle - The people work in intermediate managerial, Professional and administrative jobs. (People that work in the public sector)
C1) Lower middle - These people work in Supervisory, Clerical, Junior management and professional administrative jobs. (Tesco or a shop of that quality)
C2) Skilled working class - These people work in Lower management jobs. (Labourers)
D) Working class excl Skilled- These people work in Semi and unskilled jobs (stacking shelves)
E) Lower level of Subsistance - These people don’t have jobs, normally a state pensioner, widow without another person to support them and a casual or lowest grade worker.
We need to keep these things into account as these attributes effect our target audience. For advertisers social grades, we can’t target lower level of Subsistence workers, as we won’t make a profit. However for psychographics, depending on what film we are making depends on the types of people that want to see it in the cinema.
- David Huxford
Advertiser’s social grades
These grades are used by the Advertising Association to group the different levels of social groups to which certain things may be advertised (in our case, film promos). Here are the six groups they came up with:
A) Upper middle - These people work in higher management, Professional and administrative jobs. (Managers/Bosses)
B) Middle - The people work in intermediate managerial, Professional and administrative jobs. (People that work in the public sector)
C1) Lower middle - These people work in Supervisory, Clerical, Junior management and professional administrative jobs. (Tesco or a shop of that quality)
C2) Skilled working class - These people work in Lower management jobs. (Labourers)
D) Working class excl Skilled- These people work in Semi and unskilled jobs (stacking shelves)
E) Lower level of Subsistance - These people don’t have jobs, normally a state pensioner, widow without another person to support them and a casual or lowest grade worker.We need to keep these things into account as these attributes effect our target audience. For advertisers social grades, we can’t target lower level of Subsistence workers, as we won’t make a profit. However for psychographics, depending on what film we are making depends on the types of people that want to see it in the cinema.
- David Huxford
No comments:
Post a Comment