This document discusses audience classification categories for media products. It recaps the key categories of age, class, gender, ethnicity (demographics). It then introduces additional categories: psychographics (attitudes, opinions, lifestyle), geodemographics (where people live), and sexuality. A case study of Andover Sound radio station emphasizes that understanding geodemographics of its local listeners is important for marketing to local businesses and competing with other media for advertising revenue. The challenge is to create an audience profile for the iPhone 4 using all the classification categories discussed.

1. Unit 4 Media Audiences and Products Lesson 2 Monday 20th September 2010

2. Learning Objectives To recap the four key categories of audience classification To understand the other categories of audience classification Challenge Objective To employ ALL the categories of classification that we have learnt about to create a PROFILE Audience Classification

3. To recap the four keycategories ofaudience classification Learning Objective Starter What are the four key categories of audience classification? Write them in your books. Watch Clip 1 and work out the typical audience of the show using the four key categories of audience classification. Watch Clip 2 and work out the typical audience of the show in the same way. Write a short paragraph explaining the different ways you would advertise this show given their typical audience.

4. Clip 1 Clip 2

5. Lifestyle Location Sexuality If you add these letters onto our CAGE of audience you get... Audience Classification – new categories LL CAGES Learning Objective To understand the othercategories ofaudience classification

6. Information about a person’s attitude, opinions and lifestyle This information, coupled with information about class can be very useful to advertisers and media producers The correct media term for this is... PHYSCHOGRAPHICS – the study of people based on their attitudes, opinions and lifestyle Lifestyle To understand the othercategories ofaudience classification Learning Objective

7. Information about where a person lives The correct media term for this is... GEODEMOGRAPHICS – the study of people based on where they live Location To understand the othercategories ofaudience classification Learning Objective

8. Information about a person’s sexual orientation This information, coupled with information about lifestyle can be very useful to advertisers and media producers Sexuality To understand the othercategories ofaudience classification Learning Objective

9. This is correct media term for information about a person’s class, age, gender and ethnicity DEMOGRAPHICS – the study of people according to factors like class, age, gender and ethnicity Demographics To understand the othercategories ofaudience classification Learning Objective

10. Case Study To understand the othercategories ofaudience classification Learning Objective Andover Sound is an independent radio station broadcasting from studios in Andover to listeners in North West Hampshire

11. Case Study To understand the othercategories ofaudience classification Learning Objective Andover Sound Like all commercial radio stations, they get most of their income from selling advertising space in and around its radio shows. It is a competitive market and the station has to compete with other local radio programmes, the local press, commercial television and the internet for advertising revenue. To compete successfully, it has to understand who its listeners are and what they want, and promote itself to local businesses who are potential advertisers. One key aspect of Andover Sound’s marketing to local businesses is that their radio station reaches out to the right local audience. They have researched their local listeners and stress the point that commercial radio listeners tend to be younger than local newspaper readers, have families and spend more on shopping.

12. To understand the othercategories ofaudience classification Learning Objective Case Study Task Why is geodemographics so important for Andover Sound? Do some research into one of your local commercial radio stations. What does it say about its audience What other media products is the station competing with for advertising revenue? Smooth Radio BRMB Galaxy FM Heart FM Beacon Radio Real Radio

13. To employ ALL the categories of classification that we have learnt about to create a PROFILE ChallengeObjective Challenge Task The product is Iphone 4 Using all you have learnt about audience classification create a profile for the audience this product is aimed at