Includes the ABC1 socio-economic model and the lifestyle categories model.

1. George Hardy
CATEGORIZING
AUDIENCES

2. Demographics- Statistical data
relating to the population and
particular groups within it.
Socioeconomics- Relating to or
concerned with the interaction of
social and economic factors.
DEFINING TERMS

3. THE ABC1 SOCIO-ECONOMIC MODEL
 The ABC1 Socio-Economic model classifies the audience by
the occupational jobs: for example, the ‘A’ class is for the
Higher managerial, administrative and professional jobs while
the ‘E’ class is for State pensioners, casual and lowest grade
workers, unemployed with state benefits only.
 The pros of using this model is that you can specify particular
adverts depending on the class, e.g. an advert for an
expensive car would classify under the A and B socio-
economic groups.
 The cons of using the model would be that you are only
classifying people by their income, not by their
hobbies/personality.

4.  The lifestyle categories model classifies people by the type of
person they are, from ‘Cowboys’ to ‘Utopians’.
 This model will classify people based on their social status
and hobbies, advertisers can pin-point these and directly
affect the consumer.
 The pros of using the lifestyle categories model is that it is a
lot more specific than the ABC1 socioeconomics model and
can be a lot more direct to the audience than it.
 The cons of using the model are that you cannot classify the
audiences income by using the model unlike the ABC1 model,
you can only classify them by their social status
THE LIFESTYLE CATEGORIES MODEL