February 3, 2011

Psychographics and the Social Web

You are an 18-34 year old white female with short or long brown or black hair who enjoys cooking and/or painting and/or gardening and/or attending plays. Tennis and golf consume 3-5 hours of your time each week and you have a bachelor's degree in Mathematics and/or Social Studies and/or English.

You enjoy 4-6 servings of alcohol weekly and spend $2,650 each year on entertainment. And according to this survey, you fit the average profile hence we are going to now send customized advertising messages to you which match your aggregated character traits.

Check Your Math

Radio talks about cumulative audience, average quarter hour and cost per point derived from less than 5% of the population while television has proprietary metrics to measure a show’s ratings compared to others in it its time slot across demographics derived from a selected sample of the population.

Print, outdoor, product placement, direct mail, e-marketing, infomercials and all other media have an equation they have devised to measure audience and impact.

Social Media have Changed the Game

Johanna Blakeley is Deputy Director of The Norman Lear Center in California and studies entertainment and how it interacts and impacts political, commercial and social habits. This is her presentation at TEDWomen last December. [video]


video credit: TED | image credit: thinkgeek
This was also featured on socialmediatoday
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