The document discusses different ways to categorize audiences including through demographics, psychographics, and categories based on occupation. Demographics consider factors like age, gender, and income level while psychographics examine likes and preferences. Five categories are outlined ranging from higher professional workers to casual/unemployed individuals. Ryall's triangle is also mentioned, illustrating how an institution's product, audience, and the institution itself interact and influence each other.

1. Audience Groups

2. Demographics &
psychographics
Demographics group audiences based on their age,
gender, ethnicity, social class or income.
Psychographics base audiences on their likes and
preferences. For example people who like action films
etc.

3. Audience Categories
Category A - Professional, higher management worker. E.g Doctors,
Teachers, Judges, Surgeons.
Category B - Middle management & administrative workers. E.g Bank
managers, ranked officers in the armed forces, heads of departments in offices.
Category C1 - Junior management, supervisory workers. E.g Shop
management, Personal assistant.
Category C2 - Skilled manual workers. E.g Carpenter, Plumber, Skilled
machine operator.
Category D - Semi-skilled or Unskilled manual workers. E.g Cleaners,
Builders, Labourers.
Category E - Casual workers, Pensioners, Unemployed people. E.g Seasonal
workers, Students.

4. Ryalls Triangle
Ryalls triangle shows
that the audience has a
direct effect on what Audience
the institution
produces, but if the
audience doesn’t like
the product the
institution has to
change the product for Product Institution
the audience. So each
aspect affects
eachother.