Key Concept: AUDIENCES

To make an ad campaign successful you have to accurately define or classify the audience it is supposed to target.

Audiences can be classified using 3 methods:

1. Demographic profiles 2. Psychographics 3. Lifestyle Subsets

1. Demographic profiles (1950s)

Includes: - Age (broad age ranges) - Gender (M/F) - Regionality (where you live) - Marital Status (Married, single, divorced) - Social Status (A, B, C, C1, D, E classes)

Social Grade
A

Social Status

CIE's Occupation

Upper Middle Class

Higher managerial or professional

Middle Class

Intermediate managerial or professional

C1

Lower Middle Class

Supervisory and junior managerial or professional

C2

Skilled Working Class

Skilled manual workers

Working Class

Semi and unskilled manual workers

Those at the lowest levels of subsistence

State pensioners or widows (no other earner), casual or lowest grade workers

2. Psychographic profiles (1960s)

Include: Mainstreamers Succeeders Aspirers Reformers Individuals (40% of the popn the norm) (rich) (want the luxury lifestyle) (want to improve the world) (hard to classify, often young)

3. Lifestyle Subsets & Subcultures (1980s)

Includes: - Goths - Chavs - Emos - Yuppies (20 -30s, urban, rich) - DINKS (double income, no kids) - Pinks (gay marketplace) - Fanbases (e.g. trainspotters, horror film fans, etc)