media segmentation

1. Detailed audience research

2. Demographic segmentation
GEARS
 The theory on GEARS
segments the populace
into 5 categories.
Gender. Ethnicity. Age.
Region/Identity. Socio-
economic class.
 This is a useful tool for
audience targeting as it
presents 5 major factors
to segment the populace
and appeal to the most
precise audience to
allow for the most useful
advert to achieve its
purpose.

3. Demographic segmentations:
Gender
 Gender plays an important
role in how businesses
produce and advertise their
products. Some products are
directly and only targeted at
one of the genders as that is
their intended purpose, such
as cosmetics and female
toiletries. However in more
diverse products the
gender of the targeted
audience can be less
obvious or not apparent
at all, such as
technology.

4. Demographic segmentations:
Ethnicity
 Nationality defines the
belonging of an individual to a
social group that has
commonalities in national and
cultural traditions.
 In my advert the ethnicity
representations center on
British culture as it is only for
the Britain and for the British
people. Therefore the range of
ethnicities is limited as they
would all sound British, with
their accents.

5. Demographic segmentations:
Age
What would be the audience interested in my
product?
The main demographic segmentations include age,
gender, sexuality, ethnicity, class and geographical
location. Age is seen as the most important segment
in a majority of audience segmentation.
What age group is my product targeting?
As the product allows for a premium service that delivers
food to your doorstep, it targets people who don’t have
much time in the day to prepare meals, which is very often
those who have busy careers. Therefore it targets those
from 18-36, who are those most often in dedicated careers.

6. Demographic segmentations:
Region/Nationality
 Nationality refers to the
individual belonging to a
particular nation.
 The advert doesn’t
present ideas of
Regionality and
Nationality as its
objective is to present
the qualities of the
product. However it does
include the
representations of other
nationalities than just
white British.

7. Demographic segmentations:
Socio-economic class
This classification takes aspects
of career positions, such as low-
skilled workers, and puts them
into a ranking of what class they
are in.
For this product, the advert
targets the C2 class and up, due
to the nature of the product being
a premium product in which the
conveniences of both having a
meal prepared and then delivered
to you, the price of the product is
on average large and out of reach
for those who are in low paying
jobs or are unemployed.

8. Psychographics: Young and
Rubicam
The study and classification of
people according to their
attitudes, aspirations, and other
psychological criteria, especially
in market research.
The Young and Rubicam model
represents the cross cultural
consumer characterization model.
This model represents the main
segments of the populace. They
include the aspirer, mainstream,
succeeder, reformer, explorer,
struggler, and the resigned.