Task Six: Audience information
It is important for advertising agencies study the audience because when making an advertisement they need to understand the the target audience and frame the advert around their characteristics such as its social grade, psychographic and Geodemographics. This makes a more effective advert, as the audience they are targeted towards will feel more attracted to the product/company. Audiences are often segmented into groups, first of which in social grade.
Social grade is where there are single most used variable for research purposes and divides the population into groups based on the occupations of the Chief Incomer Earner (CIE) and it can also be seen as a social-economic scale. Social grade is split into six categories A, B, C1, C2, D and E. The social grade model has been based on occupational code, employment status, qualifications, tenure and respondents work full time, part time or not working. By knowing what job people do, they can judge on who can buy or not buy the product.
Psychographic (a common attitude)is another way in which they can divide the audience, which is way of understanding how a person thinks and acts. There are seven different types of psychographic, resigned, struggler, mainstreamer, aspirer, succeeder, explorer and reformer. And these would be used to help design an advert to make the advert most appealing for the specific one. For example my product is an IPhone i would have to advertise on what is appealing to the target audience.
Geodemographics (where they live) are another way of understanding the audience, however it is based on the location on where the audience, because people from the same area are more likely to be interested in similar characteristics than two people chosen at random. This will allow the advertiser to know where and what type of form to advertise it on. It would be a good idea to advertise a product such as the IPhone on where it matter such as the big towns and cities where people would find it most useful rather than an area like the countryside where it could be hard to get signals.
Demographics (age and gender) which are mainly the age and sex of the audience. These are very important as they are the crucial factors for deciding what kind of advert to make. For example an advert for young people would often be loud and colourful as it will keep them interested, an advert for the older audience could be more important, complicated to understand and straight to the point. It is also important to consider the interest both genders, for examples if you make an advert it full of girls it wouldn't interest the boys, so it needs to be balanced out and be fair.
All of these characteristics show why it is important to be able to identify certain sections of the audience when carrying out market research and shows how useful they actually are, so you know how exactly how to sell you products in the consumers. Its useful to research using psychographic because advertisers need to know what people interests and opinions are. This will give an idea for he advertisers on what to advertise to their target audiences instead of making up the idea of what they like.
How information is gathered by adverting companies is that most of the popular television companies work with BARB and other television agencies. The BARB viewing data give broadcasters, advertisers and other interested parties a results on the amount of viewers that are watching each minute. The information is vital in assessing how program, channels and advertising campaigns have helped advertising new products. Tv companies such as the BBC, itv, Channel 4, E4 and 5 are the most popular viewing channels and programs in the country.
Audience measurement panel is the guide for understanding what the audience does. The panel collects information everyday and then given to the TV stations. The research is based on a continuos diary survey measuring the listening behaviour of over 100, 000 adults age (+15) a year.
Psychographic (a common attitude)is another way in which they can divide the audience, which is way of understanding how a person thinks and acts. There are seven different types of psychographic, resigned, struggler, mainstreamer, aspirer, succeeder, explorer and reformer. And these would be used to help design an advert to make the advert most appealing for the specific one. For example my product is an IPhone i would have to advertise on what is appealing to the target audience.
Geodemographics (where they live) are another way of understanding the audience, however it is based on the location on where the audience, because people from the same area are more likely to be interested in similar characteristics than two people chosen at random. This will allow the advertiser to know where and what type of form to advertise it on. It would be a good idea to advertise a product such as the IPhone on where it matter such as the big towns and cities where people would find it most useful rather than an area like the countryside where it could be hard to get signals.
Demographics (age and gender) which are mainly the age and sex of the audience. These are very important as they are the crucial factors for deciding what kind of advert to make. For example an advert for young people would often be loud and colourful as it will keep them interested, an advert for the older audience could be more important, complicated to understand and straight to the point. It is also important to consider the interest both genders, for examples if you make an advert it full of girls it wouldn't interest the boys, so it needs to be balanced out and be fair.
All of these characteristics show why it is important to be able to identify certain sections of the audience when carrying out market research and shows how useful they actually are, so you know how exactly how to sell you products in the consumers. Its useful to research using psychographic because advertisers need to know what people interests and opinions are. This will give an idea for he advertisers on what to advertise to their target audiences instead of making up the idea of what they like.
How information is gathered by adverting companies is that most of the popular television companies work with BARB and other television agencies. The BARB viewing data give broadcasters, advertisers and other interested parties a results on the amount of viewers that are watching each minute. The information is vital in assessing how program, channels and advertising campaigns have helped advertising new products. Tv companies such as the BBC, itv, Channel 4, E4 and 5 are the most popular viewing channels and programs in the country.
Audience measurement panel is the guide for understanding what the audience does. The panel collects information everyday and then given to the TV stations. The research is based on a continuos diary survey measuring the listening behaviour of over 100, 000 adults age (+15) a year.
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