To effectively target an advertising campaign, you must properly define and classify the intended audience. There are three main methods to classify audiences: demographic profiles based on attributes like age, gender, and location; psychographic profiles based on attitudes and lifestyles; and lifestyle subsets that describe specific subcultures. Demographic profiles were commonly used in the 1950s while psychographic profiles focusing on personality types became more popular in the 1960s. By the 1980s, lifestyle subsets emerged to define distinctive groups like goths, emos, and fanbases.

1. Key Concept: AUDIENCES

2. To make an ad campaign successful
you have to accurately define or
classify the audience it is supposed to
target.

3. Audiences can be classified using 3
methods:
1.Demographic profiles
2.Psychographics
3. Lifestyle Subsets

4. 1. Demographic profiles (1950s)
Includes: - Age (broad age ranges)
- Gender (M/F)
- Regionality (where you live)
- Marital Status (Married, single, divorced)
- Social Status (A, B, C, C1, D, E classes)

5. Social
Grade
Social Status CIE's Occupation
A Upper Middle Class Higher managerial or professional
B Middle Class Intermediate managerial or professional
C1 Lower Middle Class Supervisory and junior managerial or professional
C2 Skilled Working Class Skilled manual workers
D Working Class Semi and unskilled manual workers
E
Those at the lowest levels
of subsistence
State pensioners or widows (no other earner),
casual or lowest grade workers

6. ‘Hollywood Profiles’
For mainstream films, distribution
companies work to a ‘demographic
quadrant’ framework:

7. 2. Psychographic profiles (1960s)
Include:
Mainstreamers (40% of the pop’n – the norm)
Succeeders (rich)
Aspirers (want the luxury lifestyle)
Reformers (want to improve the world)
Individuals (hard to classify, often young)

8. 3. Lifestyle Subsets & Subcultures
(1980s)
Includes:
- Goths
- Chavs
- Emos
- Yuppies (20 -30s, urban, rich)
- DINKS (double income, no kids)
- Pinks (gay marketplace)
- Fanbases (e.g. trainspotters, horror film fans, etc)