AUDIENCES

Who?
 Primary
 Secondary
 Niche – specific, small
 Mass – wide variety, large
Knowing your TA is important as making sure meeting their audiences need,
making sure that there is a GAP IN THE MARKET for a new audience.
Need to know how to categorise. – Through the:
Type of Product

Demographics – Provides quantitative data – we can COUNT IT. Data info

is used to categorise audience into groups (charts and graphs) Gender, race,
family, urban/rural, education, class, age, nation, ethnicity, region.
E.g. social grading
A - Higher management, administrative, professional –
J.K. Rowling
Owns the entire Harry Potter franchise with – theme parks,
books, films, gift products, games, and website. As well as
writing other books. Manages and runs her own company –
effectively is self-employed.

B - Intermediate management, administrative, professional –

Ashley Moss
Head chef at the Greenhouse restaurant (is intermediate as he
does not OWN the restaurant but has people working below him
and above him)
C1 - Junior Management, administrative, professional
Nurses
Ward Sisters. – They are usually lower than two tiers
above them such as the boss of the hospital, the doctor in
 there charge and then the ward sister and they will usually have perhaps a
team working alongside them such as general nurses. e.g. 50% clinical and
50% managerial. They still have responsibilities for others but cannot make
big executive decisions themselves. Have has training.

C2 – Skilled Manual workers –

Builders, plumbers, tradesman etc
Anyone who has a special skills, training, knowledge and
has an acquired ability in their work. They could have
learned on the job or in a school/college etc

D – Semi-skilled or unskilled workers –

Warehouse workers.
Someone who has not has specific training or works in a job
which requires specialist skills. Semi-skilled will have at
least GCSEs and A-levels however an unskilled worker could just have
GCSEs.
E – Unemployed, casual workers, pensioners
Cinema worker/Part-time weekend jobs/students working etc
Casual workers usually work in jobs that require no specialised
skills such as retail and only wok perhaps a couple of days or
part-time to earn a little bit of ‘pockets money’.
Media producers are effectively selling the audiences to the advertiser.

Psychographics –Divides the audience into groups based on social class,

personality, values, opinions, attitudes, interest and lifestyles. Based on the
assumption that the types of products and brands someone purchases will
reflect that persons characteristics and patterns of living.
1- Explorers: Seek discovery. Energy, individualism and experience. Values
difference and adventure. Typically younger e.g. students.
2- Aspirers: Seek status. Materialistic, acquisitive, orientated to image and
appearance, persona and fashion. Typically younger people.
3- Succeeders: Seek control. Strong goals, confidence, work ethic and
organisation. Typically in higher management and professionals.
4- Resigned: Seeks survival. Rigid and authoritarian values. Interested in
past and tradition. Typically older people.
5- Strugglers: Seeks escape. Alienated and disorganised. Few resources
beyond physical skills. Buys alcohol, junk food, lottery tickers. Typically
lower demographics.
6- Reformers: Seeks enlightenment. Freedom of restrictions and personal
growth. Social awareness and independent judgement. Anti-materialistic
but is aware of good taste.
7- Mainstreamers: Seek security. Tend to be domestic, conformist,
conventional, and sentimental – favour value for money family brands.
LARGEST GROUP.