Marketing, audience categories and targeting

Overview

How audiences are categorised demographically, psychographic categorisation and term mass audience.

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 does an advertising campaign state its target audience before it is made?

   Model answer

   In a brief that fixes the age range, the interests and media habits of the group and what the campaign must make them do.

2. 2

   Explain how audiences are categorised demographically.

   Model answer

   Demographic categorisation groups audiences by measurable characteristics such as age, gender, occupation, income and social class.

3. 3

   What is psychographic categorisation?

   Model answer

   Psychographic categorisation groups audiences by attitudes, values, lifestyle and taste rather than by measurable social characteristics.

4. 4

   Give one advantage of psychographic profiling for an advertiser.

   Model answer

   People of the same age and income can want completely different things, so grouping by values predicts what will appeal more accurately than demographics alone.

5. 5

   What does the term mass audience mean?

   Model answer

   A mass audience is a very large, undifferentiated audience reached by a single product across a whole nation or beyond.

6. 6

   Why can an advertiser reach a niche audience more cheaply online than in print?

   Model answer

   Placement can be aimed at people already identified by their interests, so almost none of the spend is wasted on people the product is not for.

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