Notes about target audience

1. Outer circle - Tertiary target audience.
Middle circle - Secondary target audience.
Center circle - Primary target audience.
Demographics.
 Gender
 Age
 Job
 Income
 Education
 Religion
Psychographics
This is a way of dividing an audience by looking at their behaviour and
personality traits. It's based on the assumption that the types of brands,
products and individual purchases will reflect that person’s pattern of living
and their characteristics.
Demographics Psychographics
Positive  If you want to use this as a positive you
need to explain that they fit into segments.
 You can produce a clear target audience
from each section.
 Time and cost efficient as the research has
already been done.
 Very influential
 Easy to place yourself in a
group.
 Doesn’t constrain people to
their education
Negatives Over emphasis on generalisation
 old fashioned scale ( time based)
 People change professions.
 People may fit in more than just one
section.
 Can be in two categories
 time, cost and effort
consuming.
Ideal Listener Profile
An ideal listener is a radio producers imagined and intended audience.

2. A group of individuals that will be addressed, persuaded or affected by what
they are hearing imagining such an audience allows a producer to target a
particular group.
Social
Grade
Social Status Occupation
A Upper Middle Class Higher managerial, Administrative or
Professional.
Eg, Doctor, Solicitor, Barrister, Accountant.
B Middle Class Intermediate managerial, Administrative or
professional.
Eg, Teacher, Nurse, Police officer, Probation
officer, Middle manager.
C1 Lower Middle Class Supervisory or Clerical, Junior management
administrative.
Eg, Student, Supervisor & Office worker.
C2 Skilled Working Class Skilled Manual Workers
Eg, Foreman, Agricultural Worker, Plumber
& Bricklayer
D Working Class Semi & Unskilled manual worker.
Eg, Shop worker, Fisherman & Apprentices.
E Underclass ( Those at
lowest of subsistence)
State Pensioners or Widows (No other
earner) Casual or lowest grade workers.
Pro’s Con’s
 Creates individual groups.
 Distinct
 Based on pay.
 Higher but might have no education.
 Some classes overlap
 Very traditional
