What do they Want

1
The 4 types of Consumer Information
What do they Want? PSYCHOGRAPHICS (LIFESTYLES)
Who are they? DEMOGRAPHCS (GEOGRAPHY)
Age, Income, occupation, location
What they think
CONSUMERS
Media choice print vs. broadcast
How money is spent
What do they buy? PURCHASE BEHAVIOR
Where can they be reached? MEDIA PREFERENCES
2
Chart 1 Generational Influences
Cohort Experiences
Life Stage
Current Conditions
3
Chart 2 What We Bought, Where We Went
4
Chart 3 Rocking the Ages Defining Moments
Matures Boomers Xers Defining
Idea Duty Individuality Diversity Celebrat
ing Victory Youth Savvy Style Team
Player Self-absorbed Entrepreneur Reward
Because Youve earned it You deserve it You
need it Work is An inevitable An
exciting A difficult obligation advent
ure challenge Education Is a dream A
birthright A way to get there Future Rainy
day to Now is more Uncertain
but work for important manageable
5
Chart 3 Rocking the Ages Defining
Moments Continued
Matures Boomers Xers Program
Means Social Programs Cult deprogrammers
Software Brands Converse Adidas Nike
Wayfarer Vuarnet Oakley Memories Mar
x Bothers Smothers Brothers Menendez
Brothers Hobo Hitchhiker Homeless
Frank Sinatra The Beatles R.E.M. Orange
Juice The Juice runs The Juice
walks Pan Am Clipper Pan Am
Shuttle Lockerbie Fleet
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Chart 3 Rocking the Ages Defining
Moments Continued
Matures Boomers Xers Home
Stuff Timex Casio Swatch Milk and
cookies Milk and Oreos Milk and
Snack Wells Sex on
your Sex in the backseat Sex on the
Internet honeymoon Media Peyton
Place Dallas Melrose Place This is
your Life Candid Camera Americas
Funniest Home Videos War
of the Close Encounters Independence
Day Worlds Technology Slide
Rules Calculators Spreadsheets Rotary
phones Touch-Tone phones Cell phones