AUDIENCE RESEARCH BY CHARLIE POTTER

TYPES OF AUDIENCE

• Individuals - people who respond to advertising in their own way. The enigmatic Guinness commercials target these people.

• Succeeders - people who have climbed the ladder and want to keep control of their processions. The car advertisements which emphasise power and control are aimed at this group.

• Aspirers – the people who are motivated by status, they tend to buy goods which will help give them a higher status image. Louis Vuitton have targeted this market.

• Reformers – a very small group of people who want to make the world a better place. They are often educated professionals such as teachers, doctors etc. they buy eco-friendly products and healthy foods.

• Mainstreamers - At 40%, this is the largest segment of consumers. These people seek security in conformity and they tend to buy well-established brands.

TAGS

• TAGS stands for Target Audience Grouping System• TAGS is used by Neilsen, this is a company which gathers information

on audiences and develops marketing plans.• TAGS has 7 different groups in which consumers are grouped, these

groups are based on information on lifestyle, attitude and media consumption.

TAGS GROUPING SYSTEM

• Liberal Sophisticates – 12% of the 10+ population• The Young Hopefuls – 19%• The Affluent Acquirers – 7% • Struggling Young Families – 12% • The Comfortable Full Nesters – 10% • The Settled Seniors – 13% • The Lonely and Dissatisfied – 18% • The Next Generation – 9%