1. ng Audi c
Obj ive: be ab id i , discuss, and
ana se e di ways in which spap /
mag ne ad s a c go s .

2. Who A You?
Take 3 minutes to write in the
back of your book the different
ways in which an advertiser
would categorise yourself and
your family...

3. adv is s & ad s

4. w o an au di ce,
e is n o p du

5. Ma s h
ad su s
c omp on

6. ad s id i ?
b how a

7. Social C go
The socio-economic
classification system
used for market
research in the UK
consists of 6 social
grades:
A, B, C1, C2, D and E.

8. Newspa pers & magazines
like to tell a dvertisers about
the ABC1 readers, who have
the most disp osable income.

9. non-manual
p ssiona
(know dge wo s)
Category A : 3% of the UK population. Top earners.
Category B : senior managers, 20% of the population
Category C1 : other professionals, 28% of the UK
population.

10. C2 : 21% of the po pulation. They are
Category
ual workers, often e arning more than
skilled man
C1 professionals.
ry D is 18% of the population. They are
Catego
unskilled manual workers.

11. Category E is 10% of the
population. They are people
who depend on benefits or
casual workers.

12. inal uc on age ( A)
are also ke en to know
A dvertisers ders are.
ell-educate d your rea
how w
ally means you have a
T EA 21+ usu equivalent.
u niversity de gree or an

13. po -code
po -code says a t a bo you!
your

14. age d g phics
25–34
35–44
16–24 45–54
65+
55–64

15. Maslow’s Hierarchy
of Needs
moralit y,
creativit y,
spontaneit y,
self-expression,
self-fulfilment,
acceptance of facts
self-actualisation
self-esteem;
confidence;
achievement; respect;
esteem needs recognition
friendship; family; sexual
love/ intimac y
belonging
securit y of body; of employment; of
safet y
resources; of moralit y; of family; of
needs health; of propert y
physiological breathing, food, water, sex, sleep,
(survival homeostasis, excretion
needs)

16. 7
S f p ssion
Individua
Co ol
S s
Va S u
cape
Su ival

17. Va Cha is on
enlightenment reformer
discovery explorer
control succeeder
status aspirer
security mainstream
escape struggler
survival resigned

18. Va Cha is on
enlightenment reformer
discovery explorer
control succeeder
status aspirer
security mainstream
escape struggler
survival resigned

19. Va Cha is on
enlightenment reformer
discovery explorer
control succeeder
status aspirer
security mainstream
escape struggler
survival resigned

20. Terminal Education Age: 21+
Social Category C1
Post Code: MK14
Age: 25–34
Lifestyle category: Reformer

21. Terminal Education Age: 21+
Social Category B
Post Code: GU1
Age: 45–54
Lifestyle category: Succeeder

22. Terminal Education Age: 18+
Social Category: C1
Post Code: HP6
Age: 35–44
Lifestyle category: Mainstream

23. Terminal Education Age (will be): [21+]
Social Category: C1
Post Code: NG10
Age: 16–24
Lifestyle category: Explorer

24. Terminal Education Age : 16+
Social Category: D
Post Code: SS2
Age: 25–34
Lifestyle category: Mainstream

25. Sun
THE
“£1 in every £6 spent on
groceries is spent by a
Sun reader”
http://nic-3.clients.skyron.co.uk/thesun-newsoftheworldmedia/products/the-sun

26. Sun
THE
Nr ead ers
%o f SU
“22 me n”
6– 24
a re 1
http://nic-3.clients.skyron.co.uk/thesun-newsoftheworldmedia/products/the-sun

27. Sun
THE
ade rs
un re
o fS
“4 4% e n”
re w om
a
http://nic-3.clients.skyron.co.uk/thesun-newsoftheworldmedia/products/the-sun

28. 8m illion
“Rea d by
Mo nda y to
pe ople
Sa turd ay”
Sun
THE
http://nic-3.clients.skyron.co.uk/thesun-newsoftheworldmedia/products/the-sun