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Definition JICNARS Scale?The JICNARS Scale is a Target Marketing and Consumption Behavior tool used by media to profile their audience into different categories based on social class, occupation, and perceived economic status. JICNARS is an acronym for Joint Industrial Committee for Newspaper Advertising Research Surveys. The JICNARS Scale is a Demographic Segmentation method mainly used in the UK based on demographical variables: social class, occupation, and perceived economic status. It assigns a profile to the target audience of a media company according to 6 different groups and types of real life characters (households):
JICNARS Scale’s variables can be used for Market Segmentation and Differentiated Marketing. The method has been widely criticized from the 1980s:
Later theories are mostly built on the concept of Psychographic Segmentation (Lifestyles).
Compare with: Values and Lifestyles | Target Marketing | Niche Marketing | Positioning | Marketing Mix | Differentiated Marketing | 8 Hidden Needs |
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