We looked at audience research and the different categories people fall into.
We looked at the 'Appendix' a way in which people are classed due to their lifestyle:
The comfortable Full Nesters:
Family orientated with older children and high incomes
Combine home activities with going out and away from home activities
Very high readers of magazines, high consumers of radio, newspapers and television
Innovative product purchasers
The Settled Seniors:
Usually retired - 70% over 55 years old
Low incomes but manage well, significant savers
Highest viewers of television, high radio, newspaper and magazine consumption
High sporting interests
Conservative, buy well known brands and are suspicious
The Lonely and Dissatisfied:
Primarily old and retired, however a 3rd are in the age group 15-39
Some feel quite lonely, no sense of purpose in their life, believe it's too late to awaken new interests
Mainly low consumers of media
Next Generation:
10-14 age group
TV dominated and very active
Account for 9% of the 10+ population
Liberal Sophisticates:
Financially well off and well educated
Low consumers of television and radio, high consumers of newspapers and magazines
Set opinions on environment, culture, youth, education and women's issues
Active lifestyle
The Young Hopefuls
15-29 age group, predominantly male
Low personal incomes, many beneficiaries
High television and radio consumers, low newspaper and high magazine readership
Strong desire for success
Extrovert lifestyle
The Affluent Acquires:
Broad age group ranging from 25-64 years
Active consumers and lifestyle
Low television consumers, high radio, newspaper and magazine consumers
Concern about issues of contemporary life
Struggling Young Families:
Lifestyle based around family, especially children
Budget conscious
Frequent church attenders
Low carrer aspirations
Low consumers of all media, only interested in local news
This audience classification is based on their personal aspirations:
Mainstreamers:
Seek security and unconformity
Tend to buy well-established brands, eg. Heinz Baked Beans
Aspirers:
Care abut status
Tend to buy smart high-tech and high-fashion goods
Succeeders:
People who have climbed the ladder
Want to keep control of what they have
Adverts based on power and control appeal to this category
Reformers:
Want to make the world a better place
Educated professionals, eg. teachers, doctors
Buy eco-friendly products and healthy foods
Individual:
Respond to advertising which emphasises quirkiness and individuality
We used this model to classify the Simpsons characters into these categories: