Target Audience - VALS and Jicnar Scales
Industries and researchers achieve audience segmentation demographically and psychologically by using the VALS and Jicnar scales. An audience is segmented demographically according to significant social criteria such as gender, class race or sexuality. One common demographic approach is associated with the Jicnar scale that takes into account an individual's salary, skill and education. Essentially the scale is divided into categories termed social grades that state the social status and general occupation of the collection. For instance the upper middle-class has Social grade A and its occupations are described as being high managerial, administrative or professional. On a different note the working class is labeled by social grade D and the class members are described as being semi and unskilled manual workers. This type of demographic approach aids the industry in being able to create or market a product that appeals specifically towards a certain audience based on their occupation and social status.
The industry is able to achieve psychographic segmentation through the use of the VALS scale. Psychographic segmentation is conducted through lifestyle profiling. In other words psychographic segmentation combines the psychological profile of the consumer with ideas of how the consumer conducts their life within the general market. The VALS system is a psychographic scale (The Values, Attitudes, and lifestyle classification scheme) that is sorted into a number of distinctive categories based on values, attitudes, and lifestyle. The VALS scale categorizes people into categories such as believers, strivers, makers and strugglers. A believer for instance is a conservative and conventional individual with concrete beliefs based on traditional values. A teenage VALS scale also exists which is most often applied to young audiences. Teenage VALS are segmented into categories such as trendies, puritans, innovators and rebels. A rebel is for instance an individual that wishes to remake the world in his or her own image. By utilizing the Jicnar, VALS and teenage VALS scales the industry is capable of appropriately segmenting their audiences and thus creating media and marketing it in a more effective manner. Although at this point the Jicnar scale is slightly outdated due to its categorization not applying as much to todays society it once did it still in some ways applicable to the general public. Therefore in general both scale systems are effective at aiding the industry and others in the process of audience profiling.
Industries and researchers achieve audience segmentation demographically and psychologically by using the VALS and Jicnar scales. An audience is segmented demographically according to significant social criteria such as gender, class race or sexuality. One common demographic approach is associated with the Jicnar scale that takes into account an individual's salary, skill and education. Essentially the scale is divided into categories termed social grades that state the social status and general occupation of the collection. For instance the upper middle-class has Social grade A and its occupations are described as being high managerial, administrative or professional. On a different note the working class is labeled by social grade D and the class members are described as being semi and unskilled manual workers. This type of demographic approach aids the industry in being able to create or market a product that appeals specifically towards a certain audience based on their occupation and social status.
The industry is able to achieve psychographic segmentation through the use of the VALS scale. Psychographic segmentation is conducted through lifestyle profiling. In other words psychographic segmentation combines the psychological profile of the consumer with ideas of how the consumer conducts their life within the general market. The VALS system is a psychographic scale (The Values, Attitudes, and lifestyle classification scheme) that is sorted into a number of distinctive categories based on values, attitudes, and lifestyle. The VALS scale categorizes people into categories such as believers, strivers, makers and strugglers. A believer for instance is a conservative and conventional individual with concrete beliefs based on traditional values. A teenage VALS scale also exists which is most often applied to young audiences. Teenage VALS are segmented into categories such as trendies, puritans, innovators and rebels. A rebel is for instance an individual that wishes to remake the world in his or her own image. By utilizing the Jicnar, VALS and teenage VALS scales the industry is capable of appropriately segmenting their audiences and thus creating media and marketing it in a more effective manner. Although at this point the Jicnar scale is slightly outdated due to its categorization not applying as much to todays society it once did it still in some ways applicable to the general public. Therefore in general both scale systems are effective at aiding the industry and others in the process of audience profiling.
No comments:
Post a Comment