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CAMBRIDGE TECHNICALS

CAMBRIDGE TECHNICALS. PROMO PRODUCTION AUDIENCE SEGMENTATION. Measurement of Social Grade. A - Higher managerial administrative + professional. B - Intermediate managerial, administrative + professional

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CAMBRIDGE TECHNICALS

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  1. CAMBRIDGE TECHNICALS PROMO PRODUCTION AUDIENCE SEGMENTATION

  2. Measurement of Social Grade • A - Higher managerial administrative + professional. • B - Intermediate managerial, administrative + professional • C1 - Supervisory or clerical + junior managerial, administrative + professional. • C2 - Skilled Manual. • D - Semi skilled and unskilled manual. • E - Casual labourers, state pensioner, the unemployed.

  3. USING MEASUREMENT • NEWS NIGHT - A + B • Touch of Frost - C1 + C2 • Tricia + Jeremy Kyle - E

  4. Activity • Working in twos using google video find me an example of an advert that fits certain social grouping. C1+C2 are very similar. • 15 minutes to find this information.

  5. Age • Below are the various age categories. • -15 • 15-24 • 24-35 • 35-55 • 55+

  6. What does an age group mean? • Pre-family (18-25) • Young family (25-44) • Mature family (45 -65) • Retired (65+)

  7. AUDIENCE SEGMENTATION • Maslows Hierarchy of Human Needs • This was created by Austrian Psychologist Abraham Maslow in 1954. • It is a way to categorize a person in terms of what they need from life. • Advertisers still use this to aim at a specific audience. • There are five primary needs.

  8. Physiological Needs • Food, drink, sleep, sex, relief from pain.

  9. Safety Needs • Security, Protection, freedom from danger.

  10. Love and belonging • Friends, companions, family, being part of a group.

  11. Esteem Needs • Respect, confidence, admiration, self-confidence, self worth, self acceptance.

  12. Self Actualisation • Full fill ones potential, develop ones potential, do what one is best suited to do, discover truth, create beauty, produce order, promote justice.

  13. Eight Hidden Needs • Was created by Vance Packard in 1957 • Slightly modified version of Maslows initial theory.

  14. Eight Hidden Needs • Emotional Security • Reassurance of worth • Ego gratification • Creative outlets • Love Objects • Sense of power

  15. Eight Hidden Needs • Sense of Roots • Sense of immortality

  16. Remainder of lesson is given over to research you can know start to think about doing research. • Next lesson will be last theory lesson looking at Rubicams four C’S

  17. Young + Rubicam’s four C’S • Set up in the 1970 this was a move from class divisions to the concept of categorization by personal aspirations

  18. Mainstreamers • This is the largest market segement of consumers - 40% • This person will seek security in conformity and tend to buy well known products such as Heinz/Kelloggs.

  19. Aspirers • This group motivation is status and they tend to buy smart high tech and fashion foods. • The products they purchase is designed to help increase their status. • Nescafe / iphone / rolex

  20. Succeeders • People who have climbed the ladder and now want to keep control of what they have. • Car adverts which emphasis power and control - jaguar + BMW aim at this group.

  21. Reformers • This group want to make the world a better place. • They tend to be educated professionals. • These people buy eco-friendly products and healthy food. Although this is a relatively small group. • Free-range chicken. • This is now a growing group as seen through programs such as Hugh’s chicken campaign.

  22. BBC QED - ‘Its easy being a dolphin’ • They discovered a new addition to the four C’S; Individual This person responds to adverts that emphasize quirkiness and individuality. E.G. - Rutger Hauer - Guinness

  23. Lifestyles • Ad men constantly finding new sub-categories to the four C’s such as: • Opals (old people active lifestyles) • Yuppies (Young upwodly mobile professional) • Dinkys (Double income no kids yet) • Woopies (Well off older people) • Lambards (Lots of money but a real dickhead)

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