In order to start creating the adverts, you have to study the audience you are aiming at this is beneficial for the advertising company as they can learn and understand what kind of target audience they are aiming at and what there interests are. By doing this you would go about finding the information from any primary research you have gathered such as, creating a questionnaire that can be given to the audience and see there interests, have a focus group, this can help you talk about different opinions and interests openly. By doing these different types of research methods it can help the creators of the advert create the advert to the standards of there audience.
There are different ways in which the audience are divided, this can make it easier for the advertisers to see what kind of people they would be advertising there product to. Examples of finding different ways to group the people in are the standard occupational classification, which is also known as the social grade, this helps the advertisers have an idea of what kind of people they can aim there advert at just by looking at the social grading. This would make it easier for the advertisers to group there audience and see what audience suits the advert the best.
Another way of dividing the audience into groups is by using psychographics, this is a way in which you can group the audience in different groups depending on the way they live life. There are seven different groups that people are grouped in, these groups are:
- The reformer- when someone is in their own independent judgement. reformers are also anti-materialistic, perceived as intellectual, socially aware etc. A life for a reformer is about enlightenment in life.
- The mainstreamer- when someone lives a daily routine that is fundamental to the way they live their day to day lives. The mentality of a mainstreamer is 'we rather than me'. The mainstreamer is all about security in life.
- The explorer- explorers are known to be driven by the need of discoveries as well as challenges. The explorer is all about discovery in life.
- The succeeder- when someone possess self-confidence, they have a strong goal orientation, they seek out caring and protective brands but have an aggressive attitude to life which means they need to relax. The succeeder is all about control in life.
- The resigned- these are the older population with constant unchanging values, there past is known to warm and a nostalgic glow, there brand choice are driven by a need for safety and for the economy. The aim of the resigned is to survive in this life.
- The aspirer- these people are very materialistic, acquisitive people who are driven by others perceptions rather than their own values. Th aspirer is all about status in life.
- The struggle- the strugglers are people who live for today and make a few plans for the next day. Other people see them as victims, losers, disorganised people etc. The strugglers are usually heavy consumers of alcohol and junk food. The struggler is all about seeking escape in life.
By having these different groups, it can help the advertisers group there advert according to the type of people they would want to advertise to. This is also an easier way to understand your target audience more as your aiming to everyone around the world, the group that every person is in is very specific and different to the others, this is why it is easier to make an idea according to that psychographic group.
With geodemographics it is another way the audience can be grouped, by grouping them from different areas this will make it easier for them to group the audience, an example of this is if someone lives in the country, the advert would be different to someone living with a different lifestyle compare to others.
By having age as a group, this can help create an advert according to the age group they want to aim there advert at. As of the age restrictions on TV you cant have certain averts on certain times, this would occur before and after the watershed. Which is a time given for any late adverts that consist of sex appeal or alcohol to be on. You would never see any of the adverts that are appealed to the older age audience before the watershed.
This also relates with the gender being a group, as they would have to create different adverts for different genders, by doing this they usually make it very specific who they are advertising to as well as the use of colour, soundtrack and product. however if an advert is based on both genders the advert is made more neutral.
By having different groups with different audience types it can be very helpful and useful when creating an advert. As you know what type of audeience you are tragetting your advert to, you would know they will be interested in the type of product that is being advertised to them. It is very beneficial to have the division between the different sections, as there are a range of different types of audience that the advert could be aimed at, such as people with different financial arrangements etc.
Here is an example of the BARB. The BARB shows official viewing figures for television in the UK, this helps companies keep track of the data for any TV viewing within the UK. This screenshot shows how the data gathered from the viewers are shown on their website, within the website it gives you the information on how many views each channel gets, it is then recorded by the average daily, weekly and monthly viewings.
An audience measurement panel is when it measures how many people are in the audience. This could be with either a film, TV, newspapers magazines etc. This helps any of the broadcasters and advertisers who is listening and watching any of there productions. By having the information of the amount of audience they have, this can encourage any of the broadcasters or advertisers to create a new production. The pros of audience measures are the advertisers get to see the amount of the public and the audience like there advert as well as how much there product is being sold etc. this is beneficial for them as they find out if its attracting the right kind of audience or not.
A focus group is when a group of people come together and have a discussion about the product before it is released, the feedback gained from the focus group then goes back to the advertisers, some of the information given back can be very useful as it can give good or bad feedback which can help the advertisers create the advert according to the information they gain from the public, the feedback given about the product can help with any last minute improvements they can include in the product and advert to make it more successful.
