Blue- and white-collar workers

One of the most important ways you can categorize an advertisement’s audience is into blue- and white-collar worker groups:

Blue-collar workers:	Workers who do manual labour for their job. Examples are construction workers, bus drivers, and removalists.
White-collar workers:	Workers who do not (most of the time) do manual labour for their job. Examples are computer programmers, stockbrokers, and doctors.

You also need to analyse the audience’s state of mind. A debt relief advertisement is probably aimed at people up to their eyes in debt and starting to panic and think desperately. On the other hand, a five-year-term deposit advertisement is probably aimed at financially calm, long-term thinking people. An advertisement for a new cult is probably aimed at people who feel unfulfilled in their lives and looking for something to ‘fill the void’. This ‘state of mind’ analysis is just as important as the demographic part.

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