This type of profiling assumes that the audience is complex and have to have certain needs which need to be satisfied. An example for this is adverts as they appeal to the audiences emotions and psychological needs. Maslows hierarchy of needs addresses audience segmentation. Young and Rubicam's Cross-cultural Consumer Characteristics is an approach which characterises people in terms of their personal aspirations. Young and Rubicam said there were four categories of audience based upon these aspirations. These include:
Mainstreamers - 40% of the market. They seek security in conformity and thus tend to buy well-known brand items.
Aspirers - people motivated by status. They buy smart. high tech and high fashion goods.
Succeeders - these people have already climbed the ladder and want too keep control of what they have. Car adverts that emphasise power and control are aimed at this group.
Reformers - this group want the world to be a better place. Educated people such as teachers and doctors who are apparently more likely to buy eco-friendly and healthy products.
The group i wish to distribute my magazine too are mainly: reformers, succeeders and aspirers.
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