Audience Profiling

Rubicams 4 C’s

Young + Rubicam’s four C’S

» Set up in the 1970 this was a move from class divisions to the concept of categorization by personal aspirations

Mainstreamers » This is the largest market

segement of consumers - 40%» This person will seek security in

conformity and tend to buy well known products such as Heinz/Kelloggs.

Aspirers » This group motivation is status and

they tend to buy smart high tech and fashion foods.

» The products they purchase is designed to help increase their status.

» Nescafe / iphone / rolex

Succeeders» People who have climbed the

ladder and now want to keep control of what they have.

» Car adverts which emphasis power and control - jaguar + BMW aim at this group.

Reformers» This group want to make the world a

better place.» They tend to be educated professionals.» These people buy eco-friendly products

and healthy food. Although this is a relatively small group.

» Free-range chicken.» This is now a growing group as seen

through programs such as Hugh’s chicken campaign.

BBC QED - ‘Its easy being a dolphin’

» They discovered a new addition to the four C’S;

Individual This person responds to

adverts that emphasize quirkiness and individuality.

E.G. - Rutger Hauer - Guinness

Lifestyles » Ad men constantly finding new

sub-categories to the four C’s such as: Opals (old people active lifestyles) Yuppies (Young upwodly mobile professional) Dinkys (Double income no kids yet) Woopies (Well off older people) Lambards (Lots of money but a real dickhead)