1) Start off by explaining why it is useful for advertisers to study audiences
2) Now explain how audiences are divided and labelled in the following ways:
- A being Top management, bankers, lawyers, doctors and other highly salaried professionals
- B Middle management, teachers, many 'creatives' e.g. graphic designers etc.
- C Office supervisors, junior managers, nurses, specialist clerical staff etc
- D Skilled workers, tradespersons (white collar)
- E Semi-skilled and unskilled manual workers (blue collar)
- F Unemployed, students, pensioners, casual workers
- Interests
- Activities
- Opinions
This is mostly peoples opinions,lifestyle and interests therefore when you are making an advert, you would have to know what type of people you want to impress, this is because people that have a certain lifestyle will think a certain way, or people that have similar interests will buy the same products. Like for example if there's two friends one plays golf the other tennis even thought they are friends they wont buy the same things because they don't have the same interests , so you wont be able to make an advert which will make both happy, buy if there's two people and both play golf, and you make and advert about golf bats, there's a higher chance of both feel interested about the advert and buy the product.
Income/Status Its very important to know what is the status or income of your audience, this is because you would have to fit your advert to your audience needs, if your audience is mainly middle class people you cannot make an advert showing products that they can not afford, because they wont be bale to pay for it, so the advert will be pointless and a waste of time.For example if you want to make an advert about a phone and you know your audience is middle class, you cannot make an advert with someone living in a mansion enjoying the phone, because your audience will not feel like they can buy it,therefore they wont feel connected.
Age this is divided into groups, the kids, the teenagers, adults and older people. Advertisers have to take into consideration their audience age,kids are the lower income because if you make adverts for kids they have to also be appropriated in the adults eyes, because they are the ones buying it. Teens adverts are easier because some already work therefore the adverts have to be appropriated to only one age group, the other one is adults these are in the middle because they use similar things as teens and to elders therefore the advert for teens and adults may be suitable for them, so they are easier to impress. When it come to elder people it might be a little bit more difficult because most elders believe that younger people products wont work on them, therefore their advert has to be straight forward, if its a product for people 50+ you cant have a 22 year actor try it on, because 22 year old and elders dont have the same problems.
Psychographics its useful because different people have different opinions, tastes and do different activities, therefore it would be helpful to know who your audience is and how they think, so you can impress them. Like for example if you sell junk food, you will have to know how to impress someone who doesn't want to gain weight but wants to eat junk food, instead of try and impress models or vegetarians, because you know these people wont buy your product.
Gender If you know your audience is a certain gender, when making an advert is very important to take that into consideration, different genders think a lot different from each other, and use totally different products unless its an unisex product. An example for this would be when making an advert about a certain product for example a perfume make sure you make the right adjustments, because if the perfume is a male orientated perfume you cant have roses all around the advert, because most males will not feel connect with it. And when making a female oriented advert make sure to make it very clear because you want the right type of audience buying it.
Race This is another way people are divided when it comes to advert, this is because people from different races have different opinions and tastes. example
Location when thinking about making an advert this has to be taken into consideration, because people that live in the same area may think different from people form other locations. Also people from different areas have different needs like for example if you live in a place which is really hot you wont be buying the same things as someone who lives in a cold area.
Age When doing an advert for people of a certain age you would have to make them feel connect with the ad, this is because if when they watch the advert they feel that it doesn't feel right to them or it doesn't make them feel interested they wont buy your product. Different ages think different ways and have different issues, for example if you decide that you want to make an advert about a new cream that your are going to be selling to remove wrinkles, you can not have an 18 year old has the face of the product, or even acting in the advertisement. This is because wrinkles are meant for older people therefore having an 18 year old person trying it on its not going to make the right people want to buy it, because they wont feel secure about it.
Income/Status Its very important to know what is the status or income of your audience, this is because you would have to fit your advert to your audience needs, if your audience is mainly middle class people you cannot make an advert showing products that they can not afford, because they wont be bale to pay for it, so the advert will be pointless and a waste of time.For example if you want to make an advert about a phone and you know your audience is middle class, you cannot make an advert with someone living in a mansion enjoying the phone, because your audience will not feel like they can buy it,therefore they wont feel connected.
Geodemographics its based on two things:People that live in the same area, location, this is because people that live in the same area have similar tastes and needs, so it would be easier to divided people into neighbourhoods because you only have to think about the needs of a certain area, instead of having to think of how to impress two people from different areas. Like for example if there's a new store that is going to be open and they wanted to make an advert to inform people, they would have to think about the area of the audience this is because if its an area where there is a lot of other stores, while there's another area where it only have two or three stores, there's more likely that the right audience is the second area, because they will probably feel more interested about it, because there isn't a lot to choose from.
The other thing is areas which have similar needs, and population. If there's two neighbourhoods that have similar characteristics its very likely that the people living on it, will like the same things, therefore they can be put in the same category.
Age this is divided into groups, the kids, the teenagers, adults and older people. Advertisers have to take into consideration their audience age,kids are the lower income because if you make adverts for kids they have to also be appropriated in the adults eyes, because they are the ones buying it. Teens adverts are easier because some already work therefore the adverts have to be appropriated to only one age group, the other one is adults these are in the middle because they use similar things as teens and to elders therefore the advert for teens and adults may be suitable for them, so they are easier to impress. When it come to elder people it might be a little bit more difficult because most elders believe that younger people products wont work on them, therefore their advert has to be straight forward, if its a product for people 50+ you cant have a 22 year actor try it on, because 22 year old and elders dont have the same problems.
3) Now explain why it is useful /important to be able to identify your audience
Its very important to know who your audience is going to be before making any type of advert, this is because you would have to make the right adjustments to attend each type of audience needs.
Psychographics its useful because different people have different opinions, tastes and do different activities, therefore it would be helpful to know who your audience is and how they think, so you can impress them. Like for example if you sell junk food, you will have to know how to impress someone who doesn't want to gain weight but wants to eat junk food, instead of try and impress models or vegetarians, because you know these people wont buy your product.
Gender If you know your audience is a certain gender, when making an advert is very important to take that into consideration, different genders think a lot different from each other, and use totally different products unless its an unisex product. An example for this would be when making an advert about a certain product for example a perfume make sure you make the right adjustments, because if the perfume is a male orientated perfume you cant have roses all around the advert, because most males will not feel connect with it. And when making a female oriented advert make sure to make it very clear because you want the right type of audience buying it.
Race This is another way people are divided when it comes to advert, this is because people from different races have different opinions and tastes. example
Location when thinking about making an advert this has to be taken into consideration, because people that live in the same area may think different from people form other locations. Also people from different areas have different needs like for example if you live in a place which is really hot you wont be buying the same things as someone who lives in a cold area.
Age When doing an advert for people of a certain age you would have to make them feel connect with the ad, this is because if when they watch the advert they feel that it doesn't feel right to them or it doesn't make them feel interested they wont buy your product. Different ages think different ways and have different issues, for example if you decide that you want to make an advert about a new cream that your are going to be selling to remove wrinkles, you can not have an 18 year old has the face of the product, or even acting in the advertisement. This is because wrinkles are meant for older people therefore having an 18 year old person trying it on its not going to make the right people want to buy it, because they wont feel secure about it.
4)
BARB stands for Broadcasters' Audience Research Board, this was created on the 1981, its role is to provide the industry standard television audience measurement service for broadcasters and advertising. This owned by BBC,ITV,Channel 4, Chanel 5,BSky and the IPA, and this is not a profit company. Currently the have 5,100 homes participating in the panel.BARB tracks tv views, they do this by recording what people watch in their room, when they press the remote, and this identify what programmes are being watched. This is then collected over night , an then published as overnight ratings, in he morning at around 9:30 , then its shared to the individual company. Everyone which is 4+ are measured and reported by BARB, but this only counts if the viewer watches it for more than 30sec. Each people that is registered in the BARB represents over 5,00 people in the UK. A pro of this is that its time consuming, and it takes a while to give the information you need because you have to wait till 9:30 to receive the ratings. A pro for this is that, by doing this you are able to see your ratings and get the information you need.
Include a reference for that table at the bottom of the post.
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