07 Categorisation

Question 1

Why do we categorise audiences in Media?

Answer 1

To determine a target audience.

Question 2

How do we determine a target audience?

Answer 2

By defining demographics, psychographics and (less commonly) geodemographics for them.

Question 3

What are demographics?

Answer 3

Demographics are quantifiable - meaning that they are measurable. Known, not guessed.

Question 4

If demographics are known and not guessed, give examples of demographic categories.

Answer 4

Gender, Age, Race and Ethnicity, Marital Status, Disabilities, Home ownership, Employment status, Income level, Location

Question 5

What are psychographics?

Answer 5

Psychographics are made up of information that is quality rather than quantity.

Question 6

What do psychographics consider?

Answer 6

The way people spend their leisure time, what they like and what they think about things.

Question 7

Gender, Age, Race and Ethnicity, Marital Status, Disabilities, Home ownership, Employment status, Income level, Location can be grouped together and called what?

Answer 7

Demographics.

Question 8

The way people spend their leisure time, what they like and what they think about things can be grouped together and called what?

Answer 8

Psychographics.

Question 9

When looking into the age of an audience, there are certain age groups that they can be split into. What are these?

Answer 9

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

Question 10

Childhood is considered to be between what ages?

Answer 10

0 - 11

Question 11

Early Adolescence is considered to be between what ages?

Answer 11

12 - 16

Question 12

Early Adulthood is considered to be between what ages?

Answer 12

17 - 24

Question 13

Adulthood is considered to be between what ages?

Answer 13

25 - 35

Question 14

Early Middle Age is considered to be between what ages?

Answer 14

36 - 45

Question 15

Middle Age is considered to be between what ages?

Answer 15

46 - 55

Question 16

Late Middle Age is considered to be between what ages?

Answer 16

55+

Question 17

Another category of demographics is called ‘Socio-economics’. What are these?

Answer 17

A combination of wealth and income.

Question 18

Give the letters that make up the Socio-economic groups.

Answer 18

A
B
C1
C2
D
E

Question 19

What is the A group of the Socio-economic grouping system called?

Answer 19

Upper Middle Class

Question 20

What does the A group of the Socio-economic grouping system contain?

Answer 20

Top management, bankers, lawyers, doctors and other professionals

Question 21

What is the B group of the Socio-economic grouping system called?

Answer 21

Middle Class

Question 22

What does the B group of the Socio-economic grouping system contain?

Answer 22

Middle management, teachers, many ‘creatives’ e.g. graphic designers etc.

Question 23

What is the C1 group of the Socio-economic grouping system called?

Answer 23

Lower Middle Class

Question 24

What does the C1 group of the Socio-economic grouping system contain?

Answer 24

Office supervisors, junior managers, nurses, sales people, specialist clerical staff etc.

Question 25

What is the C2 group of the Socio-economic grouping system called?

Answer 25

Skilled Working Class

Question 26

What does the C2 group of the Socio-economic grouping system contain?

Answer 26

Skilled workers, tradespersons – electricians, carpenters

Question 27

What is the D group of the Socio-economic grouping system called?

Answer 27

Working Class

Question 28

What does the D group of the Socio-economic grouping system contain?

Answer 28

Semi-skilled and unskilled manual workers – factory workers, refuse collector

Question 29

What is the E group of the Socio-economic grouping system called?

Answer 29

Those at the lowest level of income.

Question 30

What does the E group of the Socio-economic grouping system contain?

Answer 30

Unemployed (and those living on basic benefits), students, pensioners, casual workers.

Question 31

Those who are unemployed (and those living on basic benefits), students, pensioners, casual workers fit into which socio-economic group?

Answer 31

E aka those at the lowest level of income.

Question 32

Those who are semi-skilled and unskilled manual workers – factory workers, refuse collector fit into which socio-economic group?

Answer 32

D aka Working Class

Question 33

Those who are skilled workers, tradespersons – electricians, carpenters fit into which socio-economic group?

Answer 33

C2 aka Skilled Working Class

Question 34

Those who are office supervisors, junior managers, nurses, sales people, specialist clerical staff etc fit into which socio-economic group?

Answer 34

C1 aka Lower Middle Class

Question 35

Those who are middle management, teachers, many ‘creatives’ e.g. graphic designers etc fit into which socio-economic group?

Answer 35

B aka Middle Class

Question 36

Those who are top management, bankers, lawyers, doctors and other professionals fit into which socio-economic group?

Answer 36

A aka Upper Middle Class

Question 37

What are geodemographics?

Answer 37

The study of people based upon where they live.

Question 38

The study of people based upon where they live is called what?

Answer 38

Geodemographics.

Question 39

Define ACORN.

Answer 39

A 
Classification
Of
Residential
Neighbourhoods.

Question 40

How many groups does ACORN consist of?

Answer 40

6 groups.

Question 41

Name the groups included within ACORN.

Answer 41

Affluent Achievers  
Rising Prosperity
Comfortable Communities
Financially Stretched
Urban Adversity
Not Private Households