Demographics and Psychographics

 Demographics and Psychographics

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

• Age: The age range of the audience.
• Gender: The gender of the audience.
• Income and Occupation: The income level and job titles or types of employment.
• Education: The level of education the audience has attained.
• Location: The physical location of the audience, from country to more specific regions. 
• Gender: Male or Female or Others
• Ethnicity/Race: Cultural and national backgrounds, often with specific categories for detailed analysis (e.g., Indian, Pakistani, Chinese).

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

• Limitations of Demographics: Demographics (age, gender, income) only offer a surface-level view and can lead to inaccurate stereotypes. For instance, two people in the same demographic group might have vastly different interests and buying habits. This one-dimensional approach is often too vague for modern marketing needs.
• Demand for Personalization: In a crowded market, consumers are constantly bombarded by messages and tend to ignore generic advertising. They respond better to tailored content that speaks directly to their individual needs, values, and interests. Audience profiling enables this deep personalization.

3. What are the seven different Pychographic groups? 

• The Aspirer seeks status and the approval of others.
• The Explorer is driven by the need for discovery and new experiences.
• The Mainstreamer seeks security, belonging, and prefers the familiar.
• The Reformer is motivated by enlightenment, self-improvement, and social justice.
• The Resigned focuses on survival and is resistant to change.
• The Struggler is seeking escape and often lives day-to-day.
• The Succeeder desires control and tends to be organized and self-confident.

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 I am either The Reformer, The Succeeder or The Explorer

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