TASK 5 (label this on your blog as 30.1.5)

 

Audience Demographics

One of the most common ways of identifying a target audience is the socio-economic model.  Although this model has been in use for a very long time, it is still a useful tool in identifying a target audience. The basis for this system is level of earnings.  An AB audience, for example, is assumed to have more spending power than a CDE audience. 

A	Lawyers, doctors, scientists, managers of large-scale organisations – well paid professionals
B	Teachers, senior managers, some middle management – fairly well paid professionals (and very poorly paid teachers!)
C1	‘White collar’, junior management, bank clerks, nurses
C2	Skilled ‘blue collar’ workers such as electricians, plumbers, carpenters
D	Semi and unskilled manual workers such as drivers, post sorters
E	Students, the unemployed, pensioners

Audience profiling

There are many other ways that an audience can be segmented or profiled.  Whenever a TV advertiser is producing a commercial, they will always take care to identify the target audience as accurately as possible.  After all, if the audience is identified and targeted well, the product is likely to be successful!  That is why audience is considered a key consideration – because it is fundamental to the planning and shaping of an advertisement.

Audiences can be segmented in other ways as well as the socio-economic model above:

• Age
• Gender
• Demographic (where the audience live)
• Profiling (this is often done by advertisers to identify ‘types’ of consumers)
• Values, attitudes and lifestyles (in other words the types of products which are likely to appeal to those with these values, attitudes and lifestyles.

Watch a series of adverts and identify as accurately as possible the target audience for each, provide a link and give explanations to back up your conclusions about why the advert appeals to the specific demographic.

1 Jaguar Advertisement

Jaguar had released an advertisement in which it uses Hollywood actors, in this case Tom Hiddleston, to explain why the British play villains so well. Throughout the advertisement he makes comparisons to the car along with the traits of being an great villain. 

This advertisement is primarily target towards men who are aged over 40 and are in the A class demographic, and have some sort of power or live a luxurious lifestyle. The reason being is that Jaguar is associated wealth and owning a Jaguar symbolizes that you own a lot of money. 

The advertisement is also appealing as it uses Tom Hiddleston, who is a well known British actor and is a very wealthy person, this then implies that if you buy a Jaguar it means you are living the rich life just like a Hollywood actor. It also shows that you are living a rich lifestyle as you own a Jaguar. 

2 Iceland Advertisement  

   

The advertisement is all about the misunderstanding between Peter Andre and regular people as he is shopping around Iceland and he highlights how cheap and unbelievable the products are .The Iceland advertisement is mainly aimed at the lower half of the demographic table, from C1 and below, mostly women from ages 30 and above, primarily mothers. This appeals to people within that target range as Iceland highlights that you can buy food for a very cheap price. The advertisement uses words such as luxurious to furthermore show the quality in their' products that you can buy.