Audience

GEARS

Gender- Targeting both male/females and to include this in my product , I could use neutral colours to represent it is gender neutral. Also include both male and female models within the advert and also make sure they both share the power.

Ethnicity- Include all ethnicity and maybe in my product include models from different ethnicities.

Age- Target age between 15-25, to include this in my advert  could set it in an urban environment to promote a younger lifestyle. Get younger models who fit into the age range.

Region- Use my models so they can conform the stereotypes of the regions I'm targeting e.g. Essex region.

Socio economic class- (A, B, C1, C2, D, E)

For my product I will mainly attract a range of classes but mostly for C2, D  and E. C2 (skilled working class), D to E is working class to non working class.

To include this in my advert I would use a range of different models and maybe promote the urban setting. 

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Young & Rubicam 

From the Young & Rubicam the categories my product will conform to is The Mainstream and The Explorer. 

The Mainstream

The Mainstream are people who live in the world o the domestic and the everyday. A daily routine is fundamental to their way of life. My product will fit the mainstream more as they conform to a larger range of audiences, the actual deodorant will tie in with the everyday life the mainstreamer has and so it will be advertised so the mainstreamer would think they need this deodorant in their life and it can become their fundamental way of life. An example could be in the morning and in the bedroom when a model is applying the deodorant in the morning. It could also be at the gym or even shopping and leisure. I will meet the needs of the mainstream by using my tagline, to make it seem to the mainstreamers that they need this brand new 'Wave' product. 

The Explorer

The explorer are people who are driven by a need for discovery, challenge and new frontiers. Young in nature. Explorers are often the first to try out new ideas and experience. The Explorer will conform with the target age audience for my product between 15-25, and it promotes having fun and enjoying life. An example can be at the beach with the product, it can be doing different activities such as sport and in general enjoying life. I will meet the needs of the audience by using the locations of my shoot to appeal to the explorer. 

Audience Research for Wave

https://www.surveymonkey.co.uk/r/V39XNKF