What is Demographic Classification and can you provide an example?
National Readership Survey (NRS)
Demographic classifications in the UK refer to the social grade definitions, which are used to describe, measure and classify people of different social grade and income and earnings levels, for market research, social commentary, lifestyle statistics, and statistical research and analysis.
The social grade definitions are widely used as a generic reference point for classifying and describing social classes, especially for consumer targeting by the advertising UK media and publishing sectors.
Who came up with the Audience Uses and Gratifications Theory?
What was their theory?
Blumler & Katz (1974) Uses and Gratifications
It presents the use of media in terms of the gratification of social or psychological needs of the individual.
Rather than focusing on what the media product does to an individual, it focuses on what the individual gets from the media product.
What are Brand Values?
Brand values are the idealistic connotations brands and products aspire to be known by
They are the set of associations every institution aims to project in their audience's mind.
Task 1:
Visit England rugby World Cup 2014
How is England as a nation represented in the following clip and what are the tourist board’s
intended brand values?
8 Marks
Task 2:
http://www.forbes.com/powerful-brands/list/
Select a brand from the list, or choose your own, and identify its brand values.
List at least 15 words that you think describe that company, according to its own beliefs.
Pretend you are the Managing Director. How would you pitch your company to prospective partners, customers or sponsors...
Extension…
Link this to gratifications if you can.
An 8 mark, Section A Q1 could be…
“What brand values are evident in the texts?”
“What brand values are evident in the texts?”
