Coke finds 'perfect couple'...

http://media.guardian.co.uk/advertising/story/0,,1970635,00.html

What the article is about?

Basically the article is about Wayne Rooney and his wife who are going to appear together in a 30 second tv commercial that advertises coca-cola. The key issue the article raises is the fact that Rooney is promoting a male targeted coke formally known as "coke zero" but has been dubbed down to "bloke coke".

However his wife Coleen McLoughlin is promoting "diet coke" that is directly targeted towards females in the market. In the previous years deit coke has targeted a female audience however now the soft drinks company want to target females as their core audience in the market.

What do I think?

Well i think that firstly this can be seen as a big change from the company coca cola becasue when they advertsie coke in the xmas period their adverts are usually targeted towards family and have the basic theme of togterness and unity. By the fact that Coca Cola are now using celebrity endorsement promotes the idea that all men should aspire to be like Rooney. Aslo this is suggesting a divide in the market between males and females because diet coke is now going to be aimed at women by Rooneys wife promoting this idea. She is a attractive young lady and the majority offemales in the market will aspire to be like her. Also Rooney is promoting coke zero in the advert which directly targets males as it now has been dubbed down to "bloke coke". I think that this is a very clever idea from coca cola becasue people will buy this product and would view it as having tow different identities e.g-"diet coke"-females who want to look good, want to loose weight and "coke zero"- for the powerful and energetic male. This again does conform to stereotypes.

Audience Profiling....

• Demographic profiling:

The most basic form of identification for target audiences is demographic profiling.

This way of grouping an audience defines them in terms of age, class, gender, geographical area and religion.

I would describe myslef as a 17 year old female who is in the working class segment of the market. I am sikh and my ethnicity is British Asian. I can also be put under the geographical area of being a full time student.

• Psychographic Profiling:

This type of profiling looks at the audiences needs and motivations rather than the simple demgraphic factors. Therefore consumers can be targeted through their needs and desires.

I would describe myslef as a independent person to an extent, however when i do see adverts on television that are directly targeted towards females i passively accepet the values and ideologies the advert is suggesting. Therefore this makes me want to have a certain desire to want the product and evntually i would go out to the shops to buy this product. This is mainly achieved by advertisers using celebrity endorsement in adverts making certain individuals aspire to be like them.

• The four Cs:

The four Cs categorise people in terms of their personal aspirations. This is one of the popular ways of profiling audiences since in profiles the audeince in terms of wants and needs, not simple demographics.

I would put myslef in the category of a mainstreamer. This is because i do buy alot of well recognised brands in the market such as "nike" and i also shop around in shops like Topshop and River Island- well regognised shops in the market. I also tend to consume alot of mainstream texts such as rnb albums and watch mostly sky televison.

• Lifestyle marketing:

Media organisations seek to nickname particular niche markets as an easy way to define target audiences.

I would put myself in the category of being a Yuppies(young upwardly mobile professionals) simply because i am young and also would like to have a successful career in the future.

• The lifematrix segments:

I would be a Fun/atic. This is because i am aspirational, do enjoy having fun/outgoing and am also a very active young person.