Task06 Audience Classification

Their is a range of techniques which you can use to classify audiences. For Example:
Audience Profiling allows the researcher to find ou the profile of the audience before hand, so the message gets put accross to the right people in the most effective way to produce the best result. The profile may include details such as age, sex, educational qualification, work experience, financial background, filed of work, interests, mood, orientation, bias, food habits, religious background, physique, health condication, etc...
All TV advert makers need to perform Audience Profiling when making a new product to launch onto the market. When defining an audience facotrs that must be considered are the age, gender, race, sexuality, Education, occupation, annual income, dsposable income, current lifestyle/ aspirational or desirced lifestyle, culture, Media interests, buying habits and loyalty to brands.
A well known and used way of audience profiling is known as demographics. When this is used it breaks down the population into 6 groups and labels them by using a letter code which describes the income and status of each members in the groups. For example the public might be put into 6 groups like this:

A- Higher Management
B- Middle Management
C1-Office supervisors, junior managers, nurses, specialist clerical staff- white collar.
C2- Skilled manual workes, plumers, builders- blue collar.
D- Semi- skilled and unskilled maual workers.
E- unemployed, students, pensioners and casual workers.

The researchers think depending in what group you are will depend on what adverts you will be interested in, not only adverts but also other products such as magazines, news papers, radio stations and more. The higher up in the groups you are the most likely they would buy better quality/pricey or newspapers whereas people in the lowest groups (E) would buy cheap but good quality or even magazines which include things about TV/Radio etc...

Another technique of audience profiling is psychographics, this is the way of describing an audience by looking at their behavious and personality traits. They put the audience into groups with labels which suggest their position in society. The labels of the groups are:

Mainstreamers- People who live in the world of the domestic and the everyday. They have a daily routeine which they have to do, for example a school student going to school.
 Aspirers- People who are driven by others' perceptions of them rather than their own values.
 succeeders- People with a lot of confidence and have a strong goal orientation and tend to be very organised.
 resigned- Tend to be older people with constant.
 explorers- People who are driven by a need for discovery and challenges.
 reformer- People who value their own independent judgement.
 struggler- People who live for today and make few plans for tomorrow, they would rather depend on winning money or getting it handed to them than doing something for themselves to get them.