Demographics and Psychographics

 1) What information do media companies use to create a demographic profile of their audience?

The information that media companies use to create a demographic profile of their audience is age, gender, social class and race.

2) Why are media companies and advertisers increasingly using audience profiling and not just demographics?

Because media companies use audience profiling to create a more detailed picture of the audience

3) What are the seven different Psychographic groups? 

The seven different Psychographic groups are the Aspirer, Explorer, Reformer, Mainstreamer, Succeeder, Struggler, Resigned.

4) Write a brief summary of what each Psychographic group is seeking or motivated by.

Aspirer want status brands. They are happy to invest in luxury goods. They consider themselves stylish and on trend and may be persuaded by celebrity endorsements. They seek status.

Explorer like to discover new things. They are attracted to new innovative brands, products, or experiences. They seek discovery.

Reformers seek self-improvement. They are not influenced by status and they are not materialistic. They seek enlightenment 

Mainstreamers are less likely to take risks. They enjoy tried and trusted bands that value money. They seek security .

Succeeders believe that they deserve the best. They seek control

Struggler do not think too much about the future. They nay see themselves as victims or be attracted to junk food, alcohol or gambling. They seek escape.

Resigned are predominantly older people who have built up their attitudes over a long period of time. They seek to survive.

5) What psychographic group or groups do YOU belong in? Think about your own interests and lifestyle and explain your decision. Remember, you may fit into two or three different groups!

I think the psychographic groups i belong in is the mainstreamer. This is because i only buy from brands or companies that i think are reliable or that satisfy my need for the product or i think are worth my money.



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