Scribd Logo
Upload

Welcome to Scribd!

  • 317 views

    Audi Enc e Rese Arch: Mil Lennia Ls

    Uploaded by

    amhammond
    This document discusses audience research techniques used by advertisers. It explains that advertisers classify individuals into groups to analyze their needs and behaviors. Some classification methods mentioned include demographics like age, income level, and ethnicity. Psychographic profiles known as VALS segment people based on their motivations and lifestyles. The document also discusses research methods like creating consumer biographies, collecting diary data, using market research companies, and distributing questionnaires. Understanding audience segmentation helps advertisers target their campaigns effectively.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd

    Audi Enc e Rese Arch: Mil Lennia Ls

    Uploaded by

    amhammond
    317 views4 pages
    This document discusses audience research techniques used by advertisers. It explains that advertisers classify individuals into groups to analyze their needs and behaviors. Some classification methods mentioned include demographics like age, income level, and ethnicity. Psychographic profiles known as VALS segment people based on their motivations and lifestyles. The document also discusses research methods like creating consumer biographies, collecting diary data, using market research companies, and distributing questionnaires. Understanding audience segmentation helps advertisers target their campaigns effectively.

    Original Title

    Audience Research

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOC, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document discusses audience research techniques used by advertisers. It explains that advertisers classify individuals into groups to analyze their needs and behaviors. Some classification methods mentioned include demographics like age, income level, and ethnicity. Psychographic profiles known as VALS segment people based on their motivations and lifestyles. The document also discusses research methods like creating consumer biographies, collecting diary data, using market research companies, and distributing questionnaires. Understanding audience segmentation helps advertisers target their campaigns effectively.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    317 views4 pages

    Audi Enc e Rese Arch: Mil Lennia Ls

    Uploaded by

    amhammond
    This document discusses audience research techniques used by advertisers. It explains that advertisers classify individuals into groups to analyze their needs and behaviors. Some classification methods mentioned include demographics like age, income level, and ethnicity. Psychographic profiles known as VALS segment people based on their motivations and lifestyles. The document also discusses research methods like creating consumer biographies, collecting diary data, using market research companies, and distributing questionnaires. Understanding audience segmentation helps advertisers target their campaigns effectively.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Download as doc, pdf, or txt
    of 4

    Audi enc e Rese arch

    Before an agency can target an audience they need to know who the
    audience is and what their likes and dislikes are. There are many different
    ways of defining an audience, from the simple ABC of UK social class
    (whereby the C2Ds are the 'mass market'), to the streets where people live,
    or an elaborate lifestyle classification system such as VALS.

    Advertisers need to classify individuals as belonging to a group, in order to be


    able to discuss them, or analyse their needs. Audiences can be classified by
    age, as in this example:

    • Mil lennia ls - Under 25 in 2003, tech savvy, grew up in


    prosperous times, media saturated and ethnically diverse. Will
    possibly be the biggest ever spending generation in history
    • Gen X -ers - 25-38in 2003, grew up during economic downturn
    so more cynical than the Millennials, although also very media
    savvy. Individualistic.
    • Boomers - 39-58 in 2003, avid consumers, want to deny aging
    process, focused on self-actualisation of Maslow's hierarchy of
    needs
    • Matu res - 57+, practical and pragmatic, very money conscious,
    conformist

    Or by income - here are some of the advertisers' acronyms from the 1980s
    (when labels ending in ie were all the rage) which have crept into common
    parlance

    Yuppi e Young Urban Professional


    Yummie Young Urban Mother
    Dinkie Dual Income No Kids
    Sinkie Single Income No Kids
    Minkie Middle Income No Kids
    Pou pie Porsche Owning Urban Professional
    Swell Single Woman Earning Lots of Loot
    Gupp ie Green-sympathising Yuppie
    Bobo Burnt Out But Opulent
    Woopie Well Off Older People
    Jo ll ies Jetsetting Olders With Lots of Loot
    Glams Greying Leisured Affluent Middle Aged
    Decc ie DIY decorators who drag, stipple & marble
    Slap pie Stripped Pine Laura Ashley People (-???)
    Dockney East Docklands (ie paid a lot of money for their flat) London
    Yuppie
    Tweeni e Between 5 & 12 years old
    Gr ey
    Senior Citizens with opinions
    Panthe rs
    Empt y
    Couples whose children have grown up and moved away
    Nesters
    http://www.fashion-
    era.com/1980s_lifestyle_and_fashion.htm#Advertiser's%20Acronyms

    For a 21st century profile, check out this story from The Observer on Geezers,
    Britain's newest category of consumers.

    Then come classifications by ethnicity, location etc. One system, known as


    ACORN (a Classification of Residential Neighbourhoods) defines target
    audiences based on the type of housing in that street.

    • Read more about ACORN here


    • A classification of a typical postcode. You can type in your own
    at the top.

    Once an advertiser has decided which category of audience they are trying to
    reach, they must gather data on that category's behavioural choices,
    employing a mix of psychology, anthropology, sociology and statistics, thus
    turning advertising into a science, of sorts.

    Audience research is a vital part of any campaign, and is these days a


    painstaking and complex process. Research must take into account current
    and predicted trends , consumer values and how these drive po pular
    cu lture . The world is constantly changing - changing family structures, the
    level of average incomes, and globalisation all have an effect on what people
    can and will spend their money on. Audience research is the start of any
    marketing campaign, as manufacturers ask the question "What will people
    buy?" rather than asking "Will they buy what we sell?".

    Research Techniques include

    Biogr aphies - some agencies create a biography of the target customer of


    the product they are campaigning for, detailing his or her education, status,
    lifestyle, aspirations and attitudes towards the world they live in. This is an
    extension of the Personality Type theory of Jung which suggests that there
    are normal differences between the attitudes and behaviours of healthy
    people, simply because they react to stimuli and process information in
    different ways. When advertisers create an ad they talk as though directly
    addressing that one consumer and their needs. Quite often the ads will
    feature a model who resembles the target consumer - or a slightly more
    glamorous and successful version of who they perceive themselves to be.
    Diaries - it is common practice to get test groups to fill in a diary detailing
    their media (and other) consumption habits over a period of seven days.
    Whilst this produces a snapshot of listening, viewing, reading (and eating)
    habits, it is only as reliable as the test subject. The diary system known as
    RAJAR is used to measure radio audiences in the UK, but there is
    dissatisfaction with this, and electronic metering devices (such as
    wristwatches) look to be the way forward.

    • Guardian Article

    Ma rk et R esear ch Compani es - before targeting research about a specific


    product, agencies will check the data about general trends in the population
    as gathered by research companies such as MediaMark. The items people
    purchase on their storecards, or using points-gathering cards such as Nectar
    give information on consumer habits which can be used by big market
    research databases.

    Questionnai res - the simple Q&A format which asks a set of questions
    designed to indicate likely choices. Read more here. Institutions such as the
    Stanford Research Institute pride themselves on the scientific nature of their
    questionnaire approach, and offer a "consumer psychographic segmentation
    system [which] offers a rigorous and scientific treatment of the psychological
    differences and similarities between consumers and analyzes how these
    differences and similarities affect consumers' choices". This gives agencies
    information about who they are advertising to, and where and how they may
    be reached by advertising.

    Media Buying

    As well as indicating appropriate content for advertising, research dictates


    media planning - which media will the ad appear in, and how many times.

    Advertising Media - A comprehensive overview from Hairong Li, Michigan


    Universtiy

    Further Reading

    • Brand You - lengthy, but well worth reading article on Account


    Planning
    • Nielsen Research - informative site explaining how this company
    conducts extensive research into US (and other) TV audiences
    • BARB - TV audience research in the UK. Less transparent than
    Nielsen, but worth the comparison.

    Taken from www.mediaknowall.com/Advertising/research.html


    Tas ks:

    1. What are VALS? Name the 8 segments and explain what each of them
    mean.
    2. For each segment write down at least one current advert which you
    think is trying to appeal or target that segment. E.g. because image is
    an expression of an Innovator’s personality and Achievers are driven by
    achievement Citizen watches with Kevin Pietersen might appeal to
    Innovators and Achievers because its “unstoppable – just like the
    people who wear it”.
    3. Look at the 1980s acronyms (yuppies etc) and write down at least one
    current advert which might be aimed at this group.
    4. Read The Observer article on Geezers and summarise its main points.
    5. Check out your post code and comment on how accurate you think the
    description is. What type of junk mail should you receive?

    You might also like