Defining audiences
For many obvious reasons, media producers and institutions like to consider audiences in groups. This is particularly true of advertisers, who have led the way in targeting groups of consumers.
Media producers and institutions quickly identified that there was not just one audience, or one market. The audience can be segmented, and marketed to in different ways depending on the way they have been defined.
Obvious ways to classify audiences are by age, gender, race and location (where they live).
Others include the following:
Income bracket/status
One way to classify audiences is by their class, which is normally judged on the kind of job the main wage-earner of the householder has. Although audiences are classified into 6 separate classes, for the purpose of targeting an audience, most media producers will target either ABC1 audiences or C2DE audiences.
A |
Upper middle class |
Top management, bankers, lawyers, doctors and other professionals |
B |
Middle class |
Middle management, teachers, many 'creatives' eg graphic designers etc |
C1 |
Lower middle class |
Office supervisors, junior managers, nurses, specialist clerical staff etc |
C2 |
Skilled working class |
Skilled workers, tradespersons (white collar) |
D |
Working class |
Semi-skilled and unskilled manual workers (blue collar) |
E |
People at lowest level of income |
Unemployed, students, pensioners, casual workers |
Young and Rubicam's Four Consumers
As the concept of class became less fashionable, advertisers started thinking about audiences in different ways. One of the best-known was devised by the advertising agency Young and Rubicam.
Mainstreamers |
Make up 40% of the population. They like security, and belonging to a group. |
Aspirers |
Want status and the esteem of others. Like status symbols, designer labels etc. Live off credit and cash. |
Succeeders |
People who have already got status and control. |
Reformers |
Define themselves by their self-esteem and self-fulfilment. |
Values, Attitudes and Lifestyles
This approach, devised by the Stanford Research Institute, is similar to Young and Rubicam's but offers a more sophisticated range of descriptors for audiences. The theory states that consumer behaviour is motivated by three self-orientations: principle, status and action.
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Principle-oriented |
Guided in their choices by abstract, idealised criteria, rather than by feelings, events or desire for approval and opinions of others. |
Status-oriented |
Look for products and services that demonstrate success to their peers |
Action-oriented |
Guided by a desire for social or physical activity, variety and risk taking |
VALS also segments audiences by resources, which refer to psychological, physical, demographic and material means that are available to them. The resources continuum (minimal at the bottom to abundant at the top) encompasses education, income, self-confidence, health, eagerness to buy, intelligence and energy level. There are 8 segments:
Actualisers |
These people are successful, sophisticated and active. They have high self-esteem and numerous resources. They seek to develop, explore and grow. They desire to express themselves in a variety of ways. Image is important as an expression of independence and character. They do not necessarily conform to principle, status or action-oriented behaviour. They appreciate the finer things in life. |
Fulfilleds |
These people are mature, comfortable, and reflective. They value knowledge, order and responsibility. Most are well educated and work in professional fields. They base their decisions on principles. They are self-assured. They take personal risks but are averse to societal risks. They are content with their careers and family and are open-minded to new ideas. They are conservative consumers, looking for durability and value in the products they purchase. |
Believers |
These people are conventional and conservative. They believe in family, community, the nation, and the church. They favour domestic products and well-known brands. They have a modest education and income, but both are sufficient to meet their needs. They have regular incomes. |
Achievers |
These people are successful in their careers. They are also in control of their lives and are committed to their families. They value structure and stability and enjoy their jobs. Their lives are conventional, and they respect the status quo primarily because they are conservative. They favour major brand products and services that will illustrate their success. |
Strivers |
These people desire approval from those around them. They have fewer economic, social and psychological resources. They understand that money signifies success. They try to emulate those who have more, and what they wish for is usually out of their reach. They are impulsive and unsure of themselves. Many desire to be stylish. |
Experiencers |
These people are young, impulsive, enthusiastic, and even rebellious. Action-oriented individuals who enjoy affecting their environment, these individuals seek excitement. They enjoy shopping for clothing, music, movies and fast food. They enjoy exercise, sports and social activities. They are uninformed and politically uncommitted. |
Makers |
These people are practical and value self-sufficiency and family. They enjoy working on houses, raising children and repairing cars. They are conservative and respect governmental authority, although they resent government intrusion on individual rights. |
Strugglers |
These people have limited economic, social and psychological resources and suffer from poor health. They believe that the world is difficult. They do not think about the future, rather they focus on the present. They are cautious when it comes to purchasing goods and services. They are concerned about feeling safe and secure. |
[Taken from Edd Applegate Strategic copywriting (Rowman & Littlefield Publishers, 2004)]
LifeMatrix
One of the latest approaches to audience targeting has grown out of the field of Market Research. The LifeMatrix tool, launched by MRI and RoperASW, defines ten audience categories, centred around both values, attitudes and beliefs, and more fundamental, demographic audience categories.
Tribe wired |
Digital, free-spirited, creative young singles |
Fun/Atics |
Aspirational, fun-seeking, active young people |
Dynamic Duos |
Hard-driving, high-involvement couples |
Priority Parents |
Family values, activities, media strongly dominate |
Home Soldiers |
Home-centric, family-oriented, materially ambitious |
Renaissance Women |
Active, caring, affluent, influential mums |
Rugged Traditionalists |
Traditional male values, love of outdoors |
Struggling Singles |
High aspirations, low economic status |
Settled elders |
Devout, older, sedentary lifestyles |
Free Birds |
Vital, active, altruistic |