There are a range of techniques that you can be used to classify audiences for the TV advertising industry. This is referred to as Audience Profiling.
This allows the researcher to find out the profile of the audience before hand so that you can put across your message to the right people in the most effective way to produce the best result.
It might include details like age, sex, educational qualification, work experience, financial background, field of work, interests, mood, orientation, bias, food habits, religious background, physique, health condition etc.
Demographics - A way a of describing a group of people according to factors such as age, gender, ethnicity, occupation, social class and sexual orientation.
Here is a example of how demographic classification would work:
Geodemographics - A way of describing a group of people based on where they live, sometimes organised according to postcode. Geodemographic systems estimate the most probable characteristics of people based on the pooled profile of all people living in a small area near a particular address.
Psychodemographics - A way of describing a group of people based on their attitudes, opinions and lifestyle. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits. The advertising agency Young and Rubican invented a successful psychographic profile known as their 4C’s Marketing Model, which stands for Cross Cultural Consumer Characterisation.Their put the audience into groups with labels that suggest their position in society.
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