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Page 1: Adverts: Audience Characteristics

AUDIENCE, CHARACTERISTICS OF PRODUCTS AND SERVICES & REGULATIONHOW DO COMPANIES AND ADVERTISING AGENCIES

TRY TO ENSURE CONSUMERS BUY THEIR PRODUCT?

Page 2: Adverts: Audience Characteristics

CHARACTERISTICS OF PRODUCTS AND SERVICES

Benefits offered:

what can this product or service do that will enhance your existence / improve

your life?

For example, the British Gas adverts ‘sell’

the benefit that their engineers will call

ahead to let the homeowner know what

time they will arrive so you can “get on with

your day”.

Page 3: Adverts: Audience Characteristics

CHARACTERISTICS OF PRODUCTS AND SERVICES

Advantages over other similar products:

why is this product better than the rest? What sets it apart?

E.g., Cillit Bang VS. Flash

Page 4: Adverts: Audience Characteristics

CHARACTERISTICS OF PRODUCTS AND SERVICES

Unique selling point (USP):

what can it offer that no-one else can?

e.g., “if you buy this product you will…”

Page 5: Adverts: Audience Characteristics

CHARACTERISTICS OF PRODUCTS AND SERVICES

Brand identity:

relates to the way a company/ brand want the audience to perceive them. For

example, how do think the following brands want to be viewed by a consumer?

• Pepsi

• Phones4U

• Saab

• Harley Davidson

• Bisto

Brand identity also encompasses the use of a recognisable logo

e.g., the McDonalds ‘M’.

Page 6: Adverts: Audience Characteristics

CHARACTERISTICS OF PRODUCTS AND SERVICES

Lifestyle appeal:

a product or service will be targeted at a specific consumer. This may be based

on the way that consumer lives/aspires to live. E.g. BMW and Mercedes are

largely associated with middle/upper class consumers.

Page 7: Adverts: Audience Characteristics

AUDIENCE INFORMATION

HOW CAN COMPANIES AND ADVERTISING AGENCIES GATHER AUDIENCE DATA?

Page 8: Adverts: Audience Characteristics

AUDIENCE INFORMATION

Audience Measurement Panels

“Viewing estimates are obtained from a panel of television owning

private homes representing the viewing behaviour of the 26 million TV

households within the UK. The panel is selected to be representative of

each ITV and BBC region, with pre-determined sample sizes. Each

home represents, on average, about 5,000 of the UK population”.

Page 9: Adverts: Audience Characteristics

AUDIENCE INFORMATION

All panel household residents and their guests register their presence when in a

room with a television set on. Each individual panel member does this by

pressing the button allocated to them on each meter handset.

An LED screen on the front of the meter reminds panel members periodically to

register their presence if they have not already done so. Whenever a panel

member leaves a room they de-register their presence.

The metering system monitors all registrations made by each individual for each

television in the home.

Page 10: Adverts: Audience Characteristics

AUDIENCE INFORMATION

How do audience measurement panels relate to advertising?

Page 11: Adverts: Audience Characteristics

AUDIENCE INFORMATION

Other methods include;

Face to face interviews

Questionnaires

Broadcasting Audience Research Board (BARB)

Television research agencies

Ratings

Page 12: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATION

HOW DO WE CLASSIFY AUDIENCES?

Page 13: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATION

S.O.C (Standard Occupational Classification)

This system is used to compare audience data based on the audience member’s occupation

or job.

“The Standard Occupational Classification (SOC) is a common classification of occupational

information for the United Kingdom.

Within the context of the classification jobs are classified in terms of their skill level and skill

content. It is used for career information to labour market entrants, job matching by

employment agencies and the development of government labour market policies”.

www.ons.gov.uk

Page 14: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATION

“SOC2010 is the latest update and is divided into three volumes:

•SOC2010 Volume 1 Structure and Descriptions of Unit Groups

Outlines the background, resources, concepts, and processes of the Standard

Occupational Classification

•SOC2010 Volume 2 The Structure and Index

Provides the coding index for the Standard Occupational Classification

•The National Statistics Socio-economic Classification (NS-SEC rebased on

the SOC2010)

The National Statistics Socio-economic Classification has been constructed to

measure the employment relations and conditions of occupations”.

www.ons.gov.uk

Page 15: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATION

Demographics

Refers to types of people and ‘selected population characteristics’, we can talk about target audience and

key consumers by looking at demographics. Commonly studied demographics include;

•Race

•Educational attainment

•Gender

•Age

•Social Status (A, B, C, C1, D, E classes)

•Home ownership

•Income

•Disabilities

•Employment status

•Location

•Mobility- (in terms of travel time to work or number of vehicles available).

Demographics stems from anthropology, sociology and economics.

Page 16: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATION

Social Grade

Social Status Occupation

A Upper Middle Class Higher managerial or professional

B Middle Class Intermediate managerial or professional

C1 Lower Middle ClassSupervisory and junior managerial or professional

C2 Skilled Working Class Skilled manual workers

D Working Class Semi and unskilled manual workers

EThose at the lowest levels of subsistence

State pensioners or widows (no other earner), casual or lowest grade workers

Page 17: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATIONPsychographics:

A term that describes consumers or audience members on the basis of psychological characteristics

initially determined by standardized tests. These characteristics are dictated by where a person is

living and the conditions of their habitat.

Some categories of psychographic factors used in market segmentation include:

• Social class

• Lifestyle

• Behaviour

• Opinions

• Values

Page 18: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATION

Psychographic profiles (1960s)

Include:

Mainstreamers (40% of the population – ‘the norm’)

Succeeders (rich)

Aspirers (want the luxury lifestyle)

Reformers (want to improve the world)

Individuals (hard to classify, often young)

Page 19: Adverts: Audience Characteristics

AUDIENCE CLASSIFICATION

Geo-demographics

The study of people due to their location.

For example, you may wish to compare a twenty year old male consumer

from Glasgow to another from London to see how their views, values and

characteristics differ.

When we talk about geo-demographics it is important to consider the time of

study for example, a comparison of the two males in the present day would

contrast hugely to a study of them in the 1950’s.

Page 20: Adverts: Audience Characteristics

SOURCES OF INFORMATION

WHERE CAN YOU GET INFORMATION ABOUT ADVERTISING?

Page 21: Adverts: Audience Characteristics

SOURCES OF INFORMATION

Rates Cards:

Detailed lists of equipment for hire and how much it would cost if you

were outsourcing your equipment and staff.

Advertisers’ Information Packs:

Information and guidance from companies for those who are

interested in advertising their products. It may also be from

broadcasters detailing who could advertise on their channel(s).

Research agency websites:

Agencies that exist for those who cannot or decide not to research

consumers and audiences for themselves.

Page 22: Adverts: Audience Characteristics

REGULATION

WHO REGULATES TELEVISION ADVERTISING?

Page 23: Adverts: Audience Characteristics

REGULATION

Research

In what ways does Ofcom regulate television advertising?

• What is their role?

• What aspects of television advertising do they preside over?

In what ways does The ASA regulate television advertising?

• What is their role?

• What aspects of television advertising do they preside over?


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