Audience Profiling

Here are the demographics that media audiences are split up into....

Mainstreamers:
This is the largest group. They are concerned with stability and security, mainly buying well named brands and consuming mainstream texts.

Aspirers:
Aspirers are seeking to improve themselves. They tend to define themselves by the high status brand names which they own and consume, absorbing the ideologies of the products as their own and believing that their status is established by thios conspicuous consumption.

Succeeders:
These are people who feel secure and in control-generally, they are in positions of power, although they may not be. They buy brands which reinforce their feelings of control and power.

Reformers:
Are idealists who actively consume exo friendly products and buy brands which are environmentally supportive and healthy. They buy products which establish this 'caring and responsible' ideology.

Individual:
The individual is an addition to these four basic groups, the individual is highly media literate, expects high production advertising and buys product image, not product, requiring high profile, sophisticated campaigns.