CAMBRIDGE TECHNICALS

PROMO PRODUCITONAUDIENCE SEGMENTATION

Measurement of Social Grade

• A - Higher managerial administrative + professional.

• B - Intermediate managerial, administrative + professional

• C1 - Supervisory or clerical + junior managerial, administrative + professional.

• C2 - Skilled Manual. • D - Semi skilled and unskilled manual.• E - Casual labourers, state pensioner, the

unemployed.

USING MEASUREMENT• NEWS NIGHT - A + B• Touch of Frost - C1 + C2• Tricia + Jeremy Kyle - E

Activity• Working in twos using google video

find me an example of an advert that fits certain social grouping. C1+C2 are very similar.

• 15 minutes to find this information.

Age • Below are the various age

categories.• -15• 15-24• 24-35• 35-55• 55+

What does an age group mean?

• Pre-family (18-25)• Young family (25-44)• Mature family (45 -65)• Retired (65+)

AUDIENCE SEGMENTATION• Maslows Hierarchy of Human Needs

• This was created by Austrian Psychologist Abraham Maslow in 1954.

• It is a way to categorize a person in terms of what they need from life.

• Advertisers still use this to aim at a specific audience.

• There are five primary needs.

Physiological Needs

• Food, drink, sleep, sex, relief from pain.

Safety Needs

• Security, Protection, freedom from danger.

Love and belonging

• Friends, companions, family, being part of a group.

Esteem Needs

• Respect, confidence, admiration, self-confidence, self worth, self acceptance.

Self Actualisation

• Full fill ones potential, develop ones potential, do what one is best suited to do, discover truth, create beauty, produce order, promote justice.

Eight Hidden Needs

• Was created by Vance Packard in 1957

• Slightly modified version of Maslows initial theory.

Eight Hidden Needs• Emotional Security• Reassurance of worth• Ego gratification• Creative outlets• Love Objects• Sense of power

Eight Hidden Needs

• Sense of Roots• Sense of immortality

• Remainder of lesson is given over to research you can know start to think about doing research.

• Next lesson will be last theory lesson looking at Rubicams four C’S