Audience

Mosaic Categories

Remember – your target audience – families – but beyond that, using Experian Mosaic categories – Focus on certain groups in particular, because they are more likely to fit the criteria of the target audience and have the spending power:

• Symbols of Success: Upper income; successful; busy and complex lives; expensive leisure interests; mostly white British; status = brand vales and ways in which brand is accessed. 10% Media Intake – internet and some TV

• Happy Families: Lower and Middle Middle Class - Families from Middle England, focussed on children, home and career. Tends to be in new suburbs in more prosperous areas of the UK, Use credit and can afford debt. Mostly white with few minorities – 11% Media intake = Sky TV and internet.

• Suburban Comfort – Lower middle classes - People in comfortable homes in mature suburbs built between 1918 & 1970, moderate incomes. Includes Middle class Asian Enterprise – 15% Media Intake = Internet and Daily Mail

• Ties of Community: Lower Middle Class and Skilled Working Class. People focussed on local communities, families concentrated near Industrial areas, Includes lower income Asians 16% Media intake: The Mirror and The Sun

• Blue Collar Enterprise – Skilled Working Class –Enterprising rather than well educated, includes White Van Man, Few Ethnic minorities 11% Media Intake = The Sun, high TV viewing

• Municipal Dependency – Working class and poor. Poor people in council houses and dependent on benefits, Mostly white British with few immigrants 6.7% Media intake = high TV viewing and The Sun

• • Municipal Dependency and Blue Collar Enterprise

– you know from your own research/experience that younger people amongst these groups rely on their phones and are connected to the internet

• VALS is another way of categorising audience.• If you use those categories on the next slide,

they will help you target your advertising campaign

• How to target your campaign – look at their media intake – TV/Internet and LARGELY popular press – so your position your adverts on SKY TV and commercial terrestrial TV at most effective times – i.e. LARGELY (but not always) family viewing pre-watershed (i.e. before 9 pm). The project has a large budget, so it can afford to target popular Saturday night television – Let Me Entertain You/You’ve Been Framed/Britain’s Got Talent. These will be expensive timeslots, but the brief says you have a large budget and if it’s successful, the ends will justify the means. Other possibilities – during World Cup ad breaks.

• Target police/detective shows on commercial television – Endeavour/CSI/shows in The Law and Order franchise or Sky Atlantic and Sky Living, which seem to feature a lot of police shows

• • Shows heavy on music celebrities – on E4; remember that the

appeal of dance ganes is largely amongst women/girls – early evening slots on Channel 4 – around Come Dine With Me/Hollyoaks/The Simpsons

• • Issues with adverts that – at least partially – target children: The

Advertsing Standard’s Agency’s role is to make sure that the ads targeted at or likely to be seen by them are appropriate and do not cause harm.

• The advertising rules surrounding children are deliberately strict. This is because children are generally more credulous and lack the experience of adults to engage, critically assess and cope with commercial images and messages.

• Remember, the BBC doesn’t do adverts – so you’ll be looking to push your product through interviews and there aen’t many show to do this beyond Blue Peter on CBBC – but you’ll be looking to build such a bizz that the launch will be covered by news programmes.

• • Newspapers – newspapers review games –

including up market newspapers like The Guardian and The Telegraph – send review copies but you leak information during the build up to the game’s release.