MEDIA AUDIENCE

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//Target Audience(TA): The intended audience of a product.

 CLASSIFYING AUDIENCES:
CLASS
AGE
GENDER
ETHNICITY
OCCUPATION // OTHER

//ABC1 - higher class
//C2DE - lower class

 PSYCHOMETRIC PROFILES:
//Aspirer - seeks status; wants status brands that show their place in society. they are happy to invest in luxury goods, often using credit. they consider themselves stylish and on trend and may be persuaded by celebrity endorsement.
//Explorer - seeks discovery; like to discover new things and are attracted to new and innovative brands, products and experiences.
//Mainstreamer - seeks security; make up 40% of the population. They like tried and trusted brands that are value for money. they like to think they are part of a larger group of like-minded people and are less likely to take risks.
//Reformer - seeks enlightenment; defined by self-esteem and self-improvement.They are not influenced or impressed by status and they are not materialistic. They are socially aware people who are inclined to invest in brands and products that are good for them or good for the environment. 
//Resigned - seeks to survive; predominantly older people who have built their attitudes over time and believe in institutions and traditions that they have come to trust and believe they can invest in safely.
//Struggler - seeks to escape; has a 'live for the day' attitude and doesn't think about the future. They may see themselves as victims with only their physical skills helping them in society.
//Succeeder - seeks control; those who have a high social status and are in control of their lives with nothing to prove. They believe they deserve the best and decide upon the best brands and products for themselves based on reliability.

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