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Apple
Founded: 1976, Cupertino, California, United States.
Brand Value: £51,970,000,000

People travel from all over the world just to be at a new Apple store opening. Apple have tapped into the Self - actualisation stage of the Hierarchy of needs.

Microsoft
Founded: 1975, Albuquerue, New Mexico, United States
Brand Value:

Sony

Every single game release has to go through Sony. Each blu-ray counts £1:50 to make, not including the cost of having to actually develop the game.

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YUPPIES (Young Upwardly Mobile Professionals)
DINKYS (Double Income, No Kids Yet)
WOOPIES (Well Off Older People)
LOMBARDS (Lots Of Money, But A Real Dickhead)
OPALS (Older People With Active Lifestyles)
SILVER SURFER (Someone That's Older But, Into Technology)

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- Cross
- Cultural
- Consumer
- Characteristics

Mainstreamers: 40% of the market, this is the largest consumer segment. This group seek security in conformity and tend to buy well-established brands such as Heinz and Kellogs.

Aspirers: Motivation is status and they tend to buy smart, high tech and high fashion goods which will give them a higher status market. Nescafe Gold Blend successfully targeted this market.

Succeeders: These are people who have climbed the ladder and now want to keep control of what they have. Car adverts that emphasise power and control are aimed at this group.

Reformers: This group want to make the world a better place. They tend to be educated professionals such as teachers and doctors; these people buy eco-friendly products and healthy foods.

The Individual: This person responds to advertising and marketing that emphasises quirkiness or individualism. This type of marketing is the norm in the new millennium. (Identified in 1988 as a new type of consumer.)

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Maslow's hierarchy was a psychological study and wasn't intended to relate to media studies but it did influence attitudes to the media. Never meant to apply to media or advertising.

We might use this is advertising to decide what target audience we might want to aim the product at. With the Hierarchy of Needs they can decide which need there product goes under which makes the planning for the advertisement easier.

Physiological needs - Survival & comfort.
Safety needs - Stability, safety in family & society.
Belongingness and love needs - Social & intimate relationships. membership.
Esteem needs - Approval, status & sense of achievement.

Each stage of the Hierarchy needs to be satisfied before the next stage can be met. Some people might not be able to meet all the steps in each stage but they can still be happy. Very western.

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Categorises the consumer in terms of need and motivation.

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It can't tell us about individual differences. It can tell us who might be buying but it can't tell us why they might be buying that product. Market research has moved away from demographic profiles to Psychographic profiling.

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A advert is made to include all the things from that target market. Do research to find out if that target market is viable.  Which is menting the audience or target market. They research everything first so that they don't waste money.

EVERYTHING RUNS AROUND MONEY!

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What is a target audience? How may it be used it advertising?

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What is a target audience? How may it be used it advertising?

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A particular group that a product such as a film or advertisement is aimed. A target audience may be used in advertising because the product has a particular group that it is aimed at.