"More than Meets the Eye" (Graeme Burton,2000)

Audience... finding the right one.

 To target a specific audience we need to think about the gender, race, age and socio-economic status from both parent and student.

This is the economic status; its essentially which class you belong to depending upon your job/ occupation.

Group	Description
A	Upper class; -business, professionals
B	Middle Class; -middle management
C1	Lower Middle Class; -trades Supervisory jobs
C2	Skilled working Class; -blue collar workers
D	Lower Working Class; -Manual workers
E	Subsidence; -pensioners -unemployed

Audience profiling can be split into two broad categories:

1. Demographic Profiling techniques

2. Pyschographic Profiling techniques

Demographic Profiling

As the media is growing, they industry needs to identify and target different segments of the audience to grow in order to market their own product to the 'types' of people who would buy it.

Therefore, the first type of audience profiling is to develop demographic grouping that involved people being grouped together to form a smaller audience based on variables such as; age, gender, geographical area, class, economics, religion, sexuality etc. This method groups people according to their lives they lead or their social or economic status.

However demographic profiling is clearing problematic. People are not all the same because they have the same job, income or class. All white female doctors are not the same and all muslim male managers don't share the same interest. As a result of these flaws, research has moved away from demographic profiling to psychographic profiling which categorises cosumers in terms of needs rather than characteristics.

Pyschographic Profiling

This type of profiling assumes the audience can be complex and to have certain needs which must be gratified. Adverts thus aim to appeal to the audiences' emotions and pyschological needs. 

   Young and Rubicam's Cross-cultural Consumer Characteristics:

1. Mainstream - 40% of the market, this is the largest section of the market. This group seek security in conformity and thus tend to buy well- known brand names.

2. Aspirers- These people are motivated by status. They buy smart, high tech and high fashion goods.

3. Succeeders- These people have already climbed the ladder and want to keep control of what they have. Car adverts that emphasise power and control are aimed at this group.

4. Reformers- This group want the world to be a better place. Educated people such as teachers and doctors who apparently are more likely to buy eco-friendly and health products.

Maslow's Heirchy of Needs

In order to advertise and market our product right we need to think about these factors.
Attention awareness for the audience , interest desire action and satisfaction.



Scarlett and Laura