2. Remember – your target audience – families – but beyond that, using Experian Mosaic
categories – Focus on certain groups in particular, because they are more likely to fit
the criteria of the target audience and have the spending power:
• Symbols of Success: Upper income; successful; busy
and complex lives; expensive leisure interests; mostly
white British; status = brand vales and ways in which
brand is accessed. 10% Media Intake – internet and
some TV
• Happy Families: Lower and Middle Middle Class -
Families from Middle England, focussed on children,
home and career. Tends to be in new suburbs in more
prosperous areas of the UK, Use credit and can afford
debt. Mostly white with few minorities – 11% Media
intake = Sky TV and internet.
3. • Suburban Comfort – Lower middle classes - People in
comfortable homes in mature suburbs built between
1918 & 1970, moderate incomes. Includes Middle class
Asian Enterprise – 15% Media Intake = Internet and
Daily Mail
• Ties of Community: Lower Middle Class and Skilled
Working Class. People focussed on local communities,
families concentrated near Industrial areas, Includes
lower income Asians 16% Media intake: The Mirror and
The Sun
• Blue Collar Enterprise – Skilled Working Class –
Enterprising rather than well educated, includes White
Van Man, Few Ethnic minorities 11% Media Intake =
The Sun, high TV viewing
4. • Municipal Dependency – Working class and poor.
Poor people in council houses and dependent on
benefits, Mostly white British with few
immigrants 6.7% Media intake = high TV viewing
and The Sun
•
• Municipal Dependency and Blue Collar Enterprise
– you know from your own research/experience
that younger people amongst these groups rely
on their phones and are connected to the
internet
5. • VALS is another way of categorising audience.
• If you use those categories on the next slide,
they will help you target your advertising
campaign
6.
7. • How to target your campaign – look at their
media intake – TV/Internet and LARGELY popular
press – so your position your adverts on SKY TV
and commercial terrestrial TV at most effective
times – i.e. LARGELY (but not always) family
viewing pre-watershed (i.e. before 9 pm). The
project has a large budget, so it can afford to
target popular Saturday night television – Let Me
Entertain You/You’ve Been Framed/Britain’s Got
Talent. These will be expensive timeslots, but
the brief says you have a large budget and if it’s
successful, the ends will justify the means. Other
possibilities – during World Cup ad breaks.
8. • Target police/detective shows on commercial television –
Endeavour/CSI/shows in The Law and Order franchise or Sky
Atlantic and Sky Living, which seem to feature a lot of police
shows
•
• Shows heavy on music celebrities – on E4; remember that the
appeal of dance ganes is largely amongst women/girls – early
evening slots on Channel 4 – around Come Dine With
Me/Hollyoaks/The Simpsons
•
• Issues with adverts that – at least partially – target children:
The Advertsing Standard’s Agency’s role is to make sure that
the ads targeted at or likely to be seen by them are
appropriate and do not cause harm.
• The advertising rules surrounding children are deliberately
strict. This is because children are generally more credulous
and lack the experience of adults to engage, critically assess
and cope with commercial images and messages.
9. • Remember, the BBC doesn’t do adverts – so you’ll
be looking to push your product through
interviews and there aen’t many show to do this
beyond Blue Peter on CBBC – but you’ll be
looking to build such a bizz that the launch will be
covered by news programmes.
•
• Newspapers – newspapers review games –
including up market newspapers like The
Guardian and The Telegraph – send review copies
but you leak information during the build up to
the game’s release.
