Outer circle - Tertiary target audience. Middle circle - Secondary target audience. Center circle - Primary target audience.

Demographics. Gender Age Job Income Education Religion

Psychographics

This is a way of dividing an audience by looking at their behaviour and personality traits. It's based on the assumption that the types of brands, products and individual  purchases will reflect that person’s pattern of living and their characteristics.

Demographics Psychographics

Positive If you want to use this as a positive you need to explain that they fit into segments. You can produce a clear target audience from each section.Time and cost efficient as the research has already been done.Very influential  

Easy to place yourself in a group. Doesn’t constrain people to their education

Negatives

Over emphasis on generalisationold fashioned scale ( time based) People change professions.People may fit in more than just one section.

Can be in two categories time, cost and effort consuming.  

Ideal Listener Profile An ideal listener is a radio producers imagined and intended audience.

A group of individuals that will be addressed, persuaded or affected by what they are hearing imagining such an audience allows a producer to target a particular group.  

Social Grade

Social Status Occupation

A Upper Middle Class Higher managerial, Administrative or Professional.Eg, Doctor, Solicitor, Barrister, Accountant.

B Middle Class Intermediate managerial, Administrative or professional.Eg, Teacher, Nurse, Police officer, Probation officer, Middle manager.

C1 Lower Middle Class Supervisory or Clerical, Junior management administrative. Eg, Student, Supervisor & Office worker.

C2 Skilled Working Class Skilled Manual WorkersEg, Foreman, Agricultural Worker, Plumber & Bricklayer

D Working Class Semi & Unskilled manual worker. Eg, Shop worker, Fisherman & Apprentices.

E Underclass ( Those at lowest of subsistence)

State Pensioners or Widows (No other earner) Casual or lowest grade workers.

Pro’s Con’s

Creates individual groups.Distinct

Based on pay.Higher but might have no education.Some classes overlapVery traditional