Classification of Audiences

Classification of Audiences

1. Psychographic: Group of people I.E Age, Gender, Income

   • Income
     • Top management, Doctors, Lawyers
       • Middle Management, Teachers
         • Office Supervisors, nurses
           • Skilled Workers
             • Unskilled manual workers
               • Unemployed, students
               • Cosmopolitan
             • GQ
           • Elle
         • Vogue
       • Financial Times
   • The 4 C's
     • Source: http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_psychographic_segmentation.php
     • Resigned: Rigid, strict, authoritarian and chauvinist values, oriented to the past and to Resigned roles. Brand choice stresses safety, familiarity and economy. (Older)
       • Struggler: Alienated, Struggler, disorganised - with few resources apart from physical/mechanical skills (e.g. car repair). Heavy consumers of alcohol, junk food and lotteries, also trainers. Brand choice involves impact and sensation.
         • Mainstreamer: Domestic, conformist, conventional, sentimental, passive, habitual. Part of the mass, favouring big and well-known value for money 'family' brands. Almost invariably the largest 4Cs group.
           • Aspirer: Materialistic, acquisitive, affiliative, oriented to extrinsics ... image, appearance, charisma, persona and fashion. Attractive packaging more important than quality of contents. (Younger, clerical/sales type occupation)
             • Succeeder: Strong goal orientation, confidence, work ethic, organisation ... support status quo, stability. Brand choice based on reward, prestige - the very best . Also attracted to 'caring' and protective brands ... stress relief. (Top management)
               • Explorer: Energy - autonomy, experience, challenge, new frontiers. Brand choice highlights difference, sensation, adventure, indulgence and instant effect - the first to try new brands. (Younger - student)
                 • Reformer: Freedom from restriction, personal growth, social awareness, value for time, independent judgement, tolerance of complexity, anti-materialistic but intolerant of bad taste. Curious and enquiring, support growth of new product categories. Select brands for intrinsic quality, favouring natural simplicity, small is beautiful.(Higher Education)
                   • GAP
                 • Hollister
               • Adidas
             • Louis Vuitton
           • Next
         • Nike
       • Regatta

2. Demographics

   • Generalizations
     • IE: Young, Single, Middle class, Female works as a nurse
       • Has more disposable income
         • Targeted by products that are expensive

3. Age

   • Media producers target people of different ages, usually with different incomes.
     • For example Elle magazne
       • The vast majority (82 percent) of Elle's audience are women between the ages of 18 and 49. Elle readers have a median age of 34.7 years.[5] Forty percent of readers are single, and the median household income is $69,973.
         • Source: http://web.archive.org/web/20071028130827/http://www.hfmus.com/HachetteUSA/page.asp?site=elle
         • http://en.wikipedia.org/wiki/Elle_(magazine)

4. Gender

   • Male
     • Men's Health
     • GQ
     • Men's Fitness
   • Female
     • Cosmoplitan
     • Diva
     • Woman's Own

5. Sexual Orientation

   • Straight Male
     • Gay Male
       • Straight Female
         • Gay Female
           • Primary Audience
             • G3 Magazine
           • Secondary Audience
             • Nuts
         • Womans Own
       • Primary Audience
         • Attitude
       • Secondary Audience
         • Vouge
     • Nuts