Advertising audiences: grouping, targeting and address

Overview

Demographic targeting, psychographic targeting and target audience for Super.

What you need to know

Answer each one before you reveal it.

Questions from this subtopic

Each one with the model answer underneath.

1. 1

   How do advertisers group audiences?

   Model answer

   Advertisers group audiences by age, gender and social class, and also by lifestyle and taste. The grouping makes a media buy measurable.

2. 2

   Define demographic targeting.

   Model answer

   Demographic targeting selects an audience by measurable characteristics such as age, gender and income. Media are then bought where that group is concentrated.

3. 3

   Define psychographic targeting.

   Model answer

   Psychographic targeting selects an audience by values, attitudes and lifestyle. Two people of the same age and income may fall into different psychographic groups.

4. 4

   Who was the target audience for the Tide advertisement?

   Model answer

   The Tide advertisement targeted married women responsible for the household wash. Magazine placement reached that group efficiently.

5. 5

   Describe the target audience for Super. Human.

   Model answer

   The campaign targets a broad mainstream audience, including viewers with no prior interest in Paralympic sport. Younger online audiences are reached through sharing.

6. 6

   How do the two set advertisements differ in the audiences they address?

   Model answer

   Tide addresses a narrow demographic defined by gender and domestic role. The Paralympic campaign addresses a mass audience defined by shared emotional response.

Other ways to work this

The same content, four other ways.

What is inside Levo

Six ways to work the same material.