07 Categorisation Flashcards
Why do we categorise audiences in Media?
To determine a target audience.
How do we determine a target audience?
By defining demographics, psychographics and (less commonly) geodemographics for them.
What are demographics?
Demographics are quantifiable - meaning that they are measurable. Known, not guessed.
If demographics are known and not guessed, give examples of demographic categories.
Gender, Age, Race and Ethnicity, Marital Status, Disabilities, Home ownership, Employment status, Income level, Location
What are psychographics?
Psychographics are made up of information that is quality rather than quantity.
What do psychographics consider?
The way people spend their leisure time, what they like and what they think about things.
Gender, Age, Race and Ethnicity, Marital Status, Disabilities, Home ownership, Employment status, Income level, Location can be grouped together and called what?
Demographics.
The way people spend their leisure time, what they like and what they think about things can be grouped together and called what?
Psychographics.
When looking into the age of an audience, there are certain age groups that they can be split into. What are these?
0 - 11 aka Childhood 12 - 16 aka Early Adolescence 17 - 24 aka Early Adulthood 25 - 35 aka Adulthood 36 - 45 aka Early Middle Age 46 - 55 aka Middle Age 55+ aka Late Middle Age
Childhood is considered to be between what ages?
0 - 11
Early Adolescence is considered to be between what ages?
12 - 16
Early Adulthood is considered to be between what ages?
17 - 24
Adulthood is considered to be between what ages?
25 - 35
Early Middle Age is considered to be between what ages?
36 - 45
Middle Age is considered to be between what ages?
46 - 55
Late Middle Age is considered to be between what ages?
55+
Another category of demographics is called ‘Socio-economics’. What are these?
A combination of wealth and income.
Give the letters that make up the Socio-economic groups.
A B C1 C2 D E
What is the A group of the Socio-economic grouping system called?
Upper Middle Class
What does the A group of the Socio-economic grouping system contain?
Top management, bankers, lawyers, doctors and other professionals
What is the B group of the Socio-economic grouping system called?
Middle Class
What does the B group of the Socio-economic grouping system contain?
Middle management, teachers, many ‘creatives’ e.g. graphic designers etc.
What is the C1 group of the Socio-economic grouping system called?
Lower Middle Class
What does the C1 group of the Socio-economic grouping system contain?
Office supervisors, junior managers, nurses, sales people, specialist clerical staff etc.
What is the C2 group of the Socio-economic grouping system called?
Skilled Working Class
What does the C2 group of the Socio-economic grouping system contain?
Skilled workers, tradespersons – electricians, carpenters
What is the D group of the Socio-economic grouping system called?
Working Class
What does the D group of the Socio-economic grouping system contain?
Semi-skilled and unskilled manual workers – factory workers, refuse collector
What is the E group of the Socio-economic grouping system called?
Those at the lowest level of income.
What does the E group of the Socio-economic grouping system contain?
Unemployed (and those living on basic benefits), students, pensioners, casual workers.
Those who are unemployed (and those living on basic benefits), students, pensioners, casual workers fit into which socio-economic group?
E aka those at the lowest level of income.
Those who are semi-skilled and unskilled manual workers – factory workers, refuse collector fit into which socio-economic group?
D aka Working Class
Those who are skilled workers, tradespersons – electricians, carpenters fit into which socio-economic group?
C2 aka Skilled Working Class
Those who are office supervisors, junior managers, nurses, sales people, specialist clerical staff etc fit into which socio-economic group?
C1 aka Lower Middle Class
Those who are middle management, teachers, many ‘creatives’ e.g. graphic designers etc fit into which socio-economic group?
B aka Middle Class
Those who are top management, bankers, lawyers, doctors and other professionals fit into which socio-economic group?
A aka Upper Middle Class
What are geodemographics?
The study of people based upon where they live.
The study of people based upon where they live is called what?
Geodemographics.
Define ACORN.
A Classification Of Residential Neighbourhoods.
How many groups does ACORN consist of?
6 groups.
Name the groups included within ACORN.
Affluent Achievers Rising Prosperity Comfortable Communities Financially Stretched Urban Adversity Not Private Households
