ASY1 Media Studies C1SB Audience Theory: Profiles and Categories

ASY1 Media Studies C1SB Audience Theory: Profiles and Categories

1. AS Media: Audience categories

2. Target Audience/Market: Categories In order to successfully promote and market a product, the advertiser needs to have a clear idea of who the intended target market or audience is. To do this, people are put into groups. Can you think of ways you could categorise people for this? Age Gender Ethnicity Social Background Economic Status Personal interests Aspirations/desires Lifestyle ?

3. Audience Research: Industry Surveys BARB (Broadcaster’s Audience Research Board) http://www.barb.co.uk / http://www.barb.co.uk/download/?file=/ wp-content/uploads/2016/01/2015-Lifestyle-Insights-Questionnaire.pdf NRS (National Readership Survey) http://www.nrs.co.uk/wp-content/uploads/2017/03/External-DS-CAPI-protocol_- NRS-December-2016.pdf AMP (Audience Measurement for Publishers) http://pamco.co.uk / http:// pamco.co.uk/wp-content/uploads/2017/04/AMP-questionnaire.pdf RAJAR ( Radio Joint Audience Research) http://www.rajar.co.uk / http:// www.rajar.co.uk/content.php?page=about_process

4. Social Grades The NRS social grades are a system of demographic classification used in the United Kingdom . They were originally developed by the National Readership Survey (NRS) to classify readers, but are now used by many other organisations for wider applications and have become a standard for market research. They were developed over 50 years ago and achieved widespread usage in 20th century Britain. Their definition is now maintained by the Market Research Society . The distinguishing feature of social grade is that it is based on occupation. The classifications are based on the occupation of the head of the household It is particularly important for media companies, as the composition of their audience affects how much they can charge for advertising.

5. Social Grades What social grade are you? social grade social status occupation A upper middle class higher managerial, administrative or professional B middle class intermediate managerial, administrative or professional C1 lower middle class supervisory or clerical, junior managerial, administrative or professional C2 skilled working class skilled manual workers D working class semi and unskilled manual workers E those at lowest level of subsistence state pensioners or widows (no other earner), casual or lowest grade workers The grades are often grouped into ABC1 and C2DE, these are taken to equate to middle class and working class, respectively. Only around 2% of the UK population is identified as upper class , [4] and this group is not separated by the classification scheme.

6. Social Grades What social grade are you? Only around 2% of the UK population is identified as upper class , [4] and this group is not separated by the classification scheme. Grade Social class Chief income earner's occupation Frequency in 2008 [3] A upper middle class Higher managerial, administrative or professional 4% B middle class Intermediate managerial, administrative or professional 23% C1 lower middle class Supervisory or clerical and junior managerial, administrative or professional 29% C2 skilled working class Skilled manual workers 21% D working class Semi-skilled and unskilled manual workers 15% E non working Casual or lowest grade workers, pensioners, and others who depend on the welfare state for their income 8%

7. Social Grades Can you see any drawbacks with this system? There are a number of problems with this classification which reflect how society has changed since it was devised decades ago. These limit its usefulness for marketing and advertising. The worst of these drawbacks are: It classifies an entire household on the occupation of a single individual. It ignores groups such as wealthy people who do not work and some groups of self-employed people. It contains no information about the size or structure of households. It is too broad brush: 55% of the British population are ABC1! http://moneyterms.co.uk/social-grades/

8. Social Grades This does not mean that this system is useless, it does capture much important information in a simple form, however there are alternatives that can be used when appropriate. Examples include: education political leanings family size and family life cycle - e.g., single person, couple, family children, "empty nest", sole survivor type of housing - e.g. affluent suburbs, council estates, agricultural areas, affluent urban areas behaviour - brand loyalty, purchasing patterns etc. lifestyle and aspirations. http://moneyterms.co.uk/social-grades/

9. Maslow Whilst the rest of the world was partying in 1969, Dr. Abraham Maslow was studying monkeys. Monkeys, he found, always made sure they weren ’ t thirsty before looking for shelter, and always ensured they had shelter before they looked for love and companionship. Dr Maslow then went on to study the human beings around him. Humans, he found, acted in much the same way. No human worried about love before they felt secure. No human sought control before they felt respected by their peers. Thus was born Dr Maslow ’ s famous Hierarchy of Needs.

10. Maslow’s Pyramid Belongingness/Love Esteem Safety Self- Actualisation Biological/Physiological Maslow identified 5 ‘needs’ named as follows. Can you match the title to the definitions/examples?

11. Maslow’s Pyramid Draw the 5 tier pyramid. Then place the following 5 ‘needs’ in the order you think they need to be satisfied. The one at the bottom needs to be achieved first, then the next one above and so on.

12. Maslow

13. Maslow’s Pyramid Maslow explained that for most people the needs are the same. On the first, bottom, layer are the most basic needs for survival (the physiological, physical needs). Most people don't feel a need for other things until this basic need is met. Once they are surviving they need to feel they will survive in the future by being safe and secure. It is when these basic needs are met that people feel they need other things in their lives. For most people the next thing they need is to belong and be loved. Those who get this need met will feel the need to be appreciated and respected by themselves and others. The people who feel that they have security, love and respect then may feel the need to be creative, spiritual, and doing good.

14. Maslow’s Pyramid The pyramid shape shows that while everyone needs to breathe, drink, eat and sleep, (the physical needs on the bottom of the pyramid) there are fewer people who need the higher level needs. The shape also shows that when the bottom needs are threatened, the higher needs have no base. (Without air and water a person doesn't need love and esteem).

15. Needs vs Wants Consumerism confuses needs and wants so that we buy things we want as if they are things we need. Advertisers and marketers are expert at making this confusion profitable for their clients. They make us think we need things that we actually only want, (often because we're persuaded to want them). How often do we see ads that make us feel we need things from the highest levels (for example, a car that will get us the respect of our neighbours, or cosmetics that will give us confidence) when what we actually need is to make sure we are secure in our employment and are healthy. Advertisers often work hard to make us feel that we need things from levels higher than where we are in our lives. We want them, but that is not a good enough reason to buy. So the ads make it a need. Source: http://www.waronconsumerism.com/Needs.html

16. Young and Rubicam   Young & Rubicam, Inc. (Y&R) is a marketing and communications company specializing in advertising, public relations, sales promotion, direct marketing and brand identity consulting. John Orr Young and Raymond Rubicam established a small advertising agency in New York in 1923. Young & Rubicam Advertising now ranks as the world's 10th largest advertising agency, with revenues of approximately $907m http://www.yrbrands.com/ http://www.yr.com/

17. Young and Rubicam & Maslow Young and Rubicam took Maslow ’ s hierarchy, and designed a probing research tool to find out where people stood within it.

18. Young and Rubicam’s 4Cs The result was a segmentation system powerful enough to segment all mankind, and deep enough to understand all mankind ’ s basic motivations. Because Young & Rubicam also asked what brands people bought and how they felt about them, the system also became a way of understanding the deeper appeals of those brands. The system accepted that people from different countries were influenced by their differing cultural backgrounds, and removed the effect of those backgrounds. And so it was named the Cross Cultural Consumer Characterisation, or ‘ 4Cs ’ for short. 4Cs divides people into seven types, depending on their core motivation. Shades of grey within the types come from the secondary motivations of their members.

19. Young and Rubicam’s 4Cs Task Go to the Y&R 4Cs website www.4cs.yr.com Download a copy of their booklet entitled Seven kinds of people Read through the definitions of each type. Which one do you think is you? Can you suggest two brands that might appeal to each of the types? What might this say about the kind of products you would be interested in and the kind of brands and adverts that may be aimed at you?

20. Young and Rubicam’s 4Cs Use the website and downloaded material to complete the following table Type (e.g. Succeeder) Need: (e.g. status) Which one do you think you are? And the class?

21. Young and Rubicam’s 4Cs Which of the following brands would you expect to appeal to each of the 7 Y&R categories? Why?

22. Psychographics market segmentation strategy whereby the intended audience for a given product is divided according to social class, lifestyle, or personality characteristics. Marketers segment markets by social class for the promotion of products such as cars, clothes, home furnishings, and leisure activities. When segmenting a market according to consumer lifestyles, marketers promote their products as expressions of those lifestyles, such as the promotion of natural fiber products as ideal for a natural, healthy, active life. Marketers use personality factors to segment markets by giving their products personalities that match consumer personalities. Typically this strategy is used to promote products such as women's cosmetics or liquor . http://www.allbusiness.com/glossaries/psychographic-segmentation/4963782-1. html

23. Psychographics Y&R’s 4Cs are one leading example of psychographics, but there are many different models.

24. Advertising & Audiences: Summary Who the right audience is for a product is vital to the people in charge of selling it. Target audiences can be defined in numerous ways – gender, age, interests, etc. A commonly used system is the Social Grades model that is based upon socio economic status, although this has flaws. Ad agency Young & Rubicam developed the Cross Cultural Consumer categorisation (or the 4Cs) which divides people by their ‘needs’ into seven types.

25. Young and Rubicam TV AD playlist https://www.youtube.com/watch?v=YPck9d_Jn-M&list= PL2zHVht6eqoFCK6CWhCODhcOszKN7nJXG