Tide Audience

 Demographic audience: An audience profiled based on their class, occupation and income. In groups from A-E where people in A or B have the highest disposable income.

Psychographic profiling: An audience based on there VALS (values, attitdudes and lifestyle).


Mainstreamers: Make up 40% of the population. They prefer secure, tried and trusted brands and like to think they belong to a group of like minded people. They also prefer value of money and take less risks.

Aspirers: This group want status and prefer brands that show their place in society. They will buy items such a designer clothes. They are stylish and dynamic and are typically persuaded by celebrity endorsement.

Explorers: Like to discover new things. They are attracted by brands that offer new experiences and instant results.

Succeeders: These are people that already have status and control and have nothing to prove. They prefer brands that are serious and reliable and that they believe deserve the best.

Reformers: They are defined by their self esteem and self fulfilment. They tend to be innovative and are less impressed by status. They are not materialistic and are socially aware. They may be inclined to buy brands that are more environmentally friendly or those that are considered to be healthy.

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