Research and Planning

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Research and Planning

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Young and Rubicam's 4C's

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The 4C's The 4C's stand for Cross Cultural Consumer Characterisation. This divides people in to 7 separate groups depending on their core motivation.  These 7 groups are: The Explorer These people look for a challenge or a discovery. They always want to be the people that try out new experiences and ideas. They try to look different and alternative from other people. Their core motivation is discovery.  The Aspirer  They are materialistic. They focus more on people's opinions and perceptions of them rather than their own values. They respond to other people's ideas of superficial appearances, personality and fashion etc. They think appearance is more than personality. Their core motivation is status.  The Succeeder  They have self confidence, are very organised and they have a very strong goal. They aspire to be successful and often have an aggressive attitude to life. Their core motivation is control. The Reformer They value their o...
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Magazine Websites

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The website for Vogue is very sleek and simple. The title is clear and at the top of the page, it's also written in the famous Vogue font which is iconic for many people. There are 7 tabs under the title directing people to certain parts of the website. This makes it easier for people to use and also ads to the functionality and look of the site. There is then a grey bar that spreads across the top of the site that advertises a subscription for the Vogue newsletter, and despite it being advertisement, it's very minimal which keeps to the overall look. The top stories section takes up the majority of the site, because it is the actual content. There are then high quality pictures to go with the stories because it a high fashion magazine website. ELLE's website is slightly more crowded than Vogue's. Its layout includes more pictures however they are not as slick because they vary in size and have boarders. They also include an advertisement on the side bu...
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