Socio-economic and psychographic models

2. By the end of this lesson:
 You must be able to analyse the target
audience of a magazine cover according to
the socio-economic and psychographic
audience profiling models.

3.  What is the target audience of a media product?
 What is mass audience?
 What is niche audience?
 What is the demographic profiling model?
 What are the main six criteria of the demographic
profiling model?

4. The basis for this system is the purchasing
power of a particular sector of society.
What does this mean?

5. A
Senior managers of large-scale
organisations , bankers, lawyers, doctors
(very well paid professionals)
B Middle management, teachers, liberal
professionals (fairly well paid professionals)
C1 (White collar workers) Office supervisors,
junior managers, nurses, bank clerks,…
C2 Skilled (blue collar) workers and trades
persons, such as electricians, plumbers,...
D
Semi-skilled and unskilled
manual workers, such as retailers, drivers,
waiters,...
E Unemployed, students, pensioners, casual
workers.
The Standard Occupational
Classification categorises
people in terms of their
occupation or income.
One common way of
describing audiences is to
use a letter code to show
their income bracket.

6.  According to this classification, what group would you belong to?
A Senior managers of large-scale organisations , bankers, lawyers, doctors (very well
paid professionals)
B Middle management, teachers, liberal professionals (fairly well paid professionals)
C1 (White collar workers) Office supervisors, junior managers, nurses, bank clerks,…
C2 Skilled (blue collar) workers and trades persons, such as electricians, plumbers,...
D
Semi-skilled and unskilled
manual workers, such as retailers, drivers, waiters,...
E Unemployed, students, pensioners, casual workers.

7.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

8.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

9.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

10.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

11.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

12.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

13.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

14.  Using the Socio
Economic model
describe for what
audience this
magazine is designed.

15.  Using the same three magazine covers of your
previous demographic profiling analysis,
answer the following questions:
 Who is the product aimed at? Think of specific
audiences in terms of socio-economic profiling.
 How do you know? Explain it in a couple of
sentences.

16. Socio-economic group: Mostly of group E, due to be targeted
mainly at children/ young people (students) as it features a Marvel
blockbuster in the cover.
Socio-economic group: Mostly of groups C1/B, as this magazine
features a high range car in the cover.
Socio-economic group: Mostly of groups B, C1/C2, as this is a
beauty and fashion magazine targeted at middle class audiences.

18.  What is the target audience of a media product?
 What is audience profiling?
 What is a niche audience?
 What is the demographic profiling model?
 What is the socio-economic profiling model?

19.  Target audiences directly through their needs and desires,
which is more effective for advertisers, broadcasters and
publishers.
 Advertisers aim to link the ideologies of the product to those
of the consumer:
 Values (political, social, religious)
 Culture (High culture vs. Popular culture)
 Attitudes
 Lifestyles (habits and hobbies)

20. Cross-Cultural Consumer Characteristics (The Four Cs)
 Categorise people in terms of their personal aspirations. Profiles audiences in terms of needs and desires.
Classification:
 Mainstreamers: The largest group. Concerned with stability and security. Mainly consumes well-recognised brands and
mainstream texts.
 Traditionalists: Those who believe in traditional ways.
 Aspirers: Seeking to improve themselves.Tend to define themselves by high status brand names, absorbing the
ideologies of the products as their own and believing that their status is established by this conspicuous consumption.
 Succeeders: People who feel secure and in control, generally in positions of power.Consumes brands which reinforce their
feelings of control and power.
 Reformers: Idealists who actively consume eco-friendly products and buy brands which are environmentally supportive
and healthy.Caring and responsible ideology.
 Individualists: Highly media-literate, expects high-production advertising and buys product image, requiring high-profile,
sophisticated campaigns.

21. Mainstreamers The largest group. Concerned with stability and security. Mainly
consumes well-recognised brands and mainstream texts.
Traditionalists Those who believe in traditional ways.
Aspirers Seeking to improve themselves.Tend to define themselves by
high status brand names, absorbing the ideologies of the products
as their own and believing that their status is established by this
conspicuous consumption.
Succeeders People who feel secure and in control, generally in positions of
power. Consumes brands which reinforce their feelings of control
and power.
Reformers Idealists who actively consume eco-friendly products and buy
brands which are environmentally supportive and healthy. Caring
and responsible ideology.
Individualists Highly media-literate, expects high-production advertising and
buys product image, requiring high-profile, sophisticated
campaigns.

22. Mainstreamers The largest group. Concerned with stability and security. Mainly consumes
well-recognised brands and mainstream texts.
Traditionalists Those who believe in traditional ways.
Aspirers Seeking to improve themselves. Tend to define themselves by high status
brand names, absorbing the ideologies of the products as their own and
believing that their status is established by this conspicuous consumption.
Succeeders People who feel secure and in control, generally in positions of power.
Consumes brands which reinforce their feelings of control and power.
Reformers Idealists who actively consume eco-friendly products and buy brands which are
environmentally supportive and healthy. Caring and responsible ideology.
Individualists Highly media-literate, expects high-production advertising and buys product
image, requiring high-profile, sophisticated campaigns.
 According to this classification, what group would you belong to?

23.  Using psychographic
profiling, describe for
what audience this
magazine is designed.

24.  Using psychographic
profiling, describe for
what audience this
magazine is designed.

25.  Using psychographic
profiling, describe for
what audience this
magazine is designed.

26.  Using psychographic
profiling, describe for
what audience this
magazine is designed.

27.  Using the same three magazine covers of your
previous demographic and socio-economic profiling
analysis answer the following questions:
 Who is the product aimed at? Think of specific
audiences in terms of psycho-graphic profiling.
 How do you know? Explain it in a couple of
sentences.

28. Gender: Mostly male
Age:Teenage-late 20s
Race: Any
Income/class: Working class
Geo-demographic profiling: Poorer areas (e.g. East London, Peckham)
Socio-economic profiling: D-E, as students have the time to watch movies and for
reading magazines, also able to use their allowance to buy and collect magazines.
Psycho-demographic profiling: Mainstreamers because films are popular amongst
teenagers, and aimed to entertain them.
Gender: Male
Age: 30s-50s
Race:White (mostly)
Income/class: Middle-Higher class
Geo-demographic profiling: Richer areas (e.g.West End,Westminster, etc)
Socio-economic profiling: A-C1, as they’re more capable of affording expensive cars such as
these, and enjoy more a luxurious lifestyle.
Psycho-demographic profiling: Succeeders, as they’re in control of their income and able to
afford such items.
Gender: unisex
Age: 20s-40s
Race: Any
Income/class: Middle class/Working class
Geo-demographic profiling: Middle class to poorer areas (e.g. Dulwich, etc.)
Socio-economic profiling: D-C2 because many of the working class join campaigns to save
the environment.
Psycho-demographic profiling: Reformers because they aim to consume brands which are
environmentally supportive.
Use this as a model answer

29.  What is demographic profiling model?
 What are the main six criteria in the demographic
profiling model?
 What is the socio-economic model?
 What is the psychographic profiling model?
 What socio-economic and demographic group are
you in?

30. Progress Bar:
Circle your effort level for today’s lesson.
1 2 3 4 5
WWW EBI

31. Effort Level: Description:
1 Excellent – all work completed, with great detail, description.
2 Good – most work completed but more detail required.
3 Satisfactory – some work completed.
4 Unsatisfactory – some work incomplete.
5 Poor – most work incomplete.