6. By ReligionThese are traditional methods of audience segmentation and they work perfectly well. Can you think of any problems with this system? So MASLOW and two guys called ‘Young & Rubicam’ came up with another way to divide or target the audience based on Personality Type
9. Which one are you? Which one is your Mum/Dad/Sibling?
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16. Here are some more Lifestyle groupings: BUPPIE Black Urban Professional DIMP Double Income, Money Problems DINK Double Income, No Kids DINKY Double Income, No Kids Yet FLY Fun Loving Youth GRAMPIE Grown Active Moneyed People in Excellent State GUPPIEGay Urban Professional LIPS Low Income, Parents Supporting NIMBY Not In My Back-Yard OINK One Income, No Kids OPF One Parent Family POSSLQPerson of Opposite Sex Sharing Living Quarters SELPIESecond Life People SINBAD Single Income, No Boyfriend, Absolutely Desperate SKIPPY School Kid with Purchasing Power WASPWhite Anglo-Saxon Protestant WOOPIE Well-Off Older Person YUPPIE Young Urban Professional
17. Targeting an Audience How do you target your audience? Who are your audience? How do you know your audience?
18. The KEY issues!!! What is a USP? What is your USP? What console are you going to provide a game for and why this is important Game advertising and traditional models for marketing
Notes de l'éditeur
The result was a segmentation system powerful enough to segment all mankind, and deep enough to understand all mankind’s basic motivations. Because Young & Rubicam also asked what brands people bought and how they felt about them, the system also became a way of understanding the deeper appeals of those brands. The system accepted that people from different countries were influenced by their differing cultural backgrounds,and removed the effect of those backgrounds. And so it was named the Cross Cultural Consumer Characterisation, or ‘4Cs’ for short. 4Cs divides people into seven types, depending on their core motivation. Shades of grey within the types come from the secondary motivations of their members. This booklet describes the seven types. You can find out what type you are by taking the short online test at http://www.4Cs.yr.com/diys
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