Young and Rubicam is a New York advertising agency who developed a theory which categorises audiences into stereotypes reflecting their motivational needs.
Young and Rubicam created 5 main theories:
Aspirers: People in this group seek status within society, and will generally buy brands, which reflect their status and reputation. They will buy bait and expensive designer brands. These people think of themselves as stylish, and therefore are persuaded by celebrity endorsement. in society the believe that are the ones that are setting trends and therefore promoting how much they fit into society.
Mainstreamers: This category covers the most people, with it being made up of 40% of the population. People who are involved in this category generally buy brands that are value for money. Main brands that fall under this category are Nike, Adidas and similar brands. They typically follow the majority of society and think of themselves as being part of a large group of like-minded people.
Succeeders: Succeeders have a high social status, have control over their lives, and have nothing to prove in society. You can say that this category set the examples in society. They believe they deserve the best, and will consume brands that are serious and reliable.
Explorers: Explorers like to discover new things and are attracted to new, innovative brands, and new experiences. for example if a new brand was to come out, this category will be the first to test it out and purchase the product.
Reformers: Defined by self-esteem and self-improvement, reformers are not materialistic and not influenced by status, but rather by independence. They are social aware, and inclined to consume brands that are good for them or environmentally friendly.
Out of all the 5 audience theories i believe i fall into the category of being a Aspirers. This is because i tend to find myself buying new released branded clothing. But sometimes i believe i fall into the category of a Explorer. This is because sometimes i like to experiment with my choice of clothing. In other words i like to stand out and shine over others instead of always fitting in the catergory of a Aspirier.
Where is the explanation? Where have you expressed which category you fit into and why? Please identify where you use of CCCEO is? Hayden this is not the level of work i have come to expect from you. Please amend this and repost it.
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