Target Audience Key

Target audience:

-Gender

-Age

-Social class

-Ethnic background

-Demographics

-Marital/family status

-Religion

-Interests

-Geographical location

VALS-Values, Attributes and Lifestyle

Primary motivation

                               Innovators

Thinkers.                Achievers.                 Experience

Believers.               Strivers.                     Makers

                               Survivors

A- upper class-high managerial

B- middle class-professional

C1- lower middle class

C2- skilled working class-skilled manual workers

D- working class-semi and unskilled manual workers

E- those at the lowest level of substance-pension

Psychographic

Mainstream-Seek security

Aspirers-Seek status

Succeeders -Seek control

Resigned-Seek survival

Explorers-Seek discovery

Strugglers-Seeks escape

Reforms-Seeks enlightenment

Tweenie - aged 10 - 13

Dinkie - Double income, no kids

Swell - Single woman earning lots

Grey Panther - retired but with lots of cash

Sinkie - Single income, no kids

Guppy - green yuppy - young upper class person who is concerned with environment

Glam - Older lady with money and opinions