Target Audience Profiling

Target Audience:
-intended group of people that a media product is aimed at
-demographics (age, gender, ethnicity, race, class)
-psychographics (aspiring + typical jobs)
-NRS social grade (A,B,C1 &C2)
-primary, secondary and tertiary

How to define your target audience: 
Location, Gender, Age, Common interests, Income range, Values shared, Attitudes, Behaviour, Relationships, Qualifications and Professions
How to find them:
Speak to your customers, run surveys, examine website usage, fun focus groups, request feedback



Quantitative Audience Research:
- Quantitative audience research is when companies gather large amounts of information from large groups of people. 
- This is done by emails, phone calls and face to face surveys
- So they can determine the best way to make their product appeal 
- A paper questionnaire is a closed question survey (yes or no) 
- Best presented in charts and graphs

Socio-economic status:
- they predict behaviour based on how much a person earns
- where they live
- type of education they received 
- characteristics a person may have 
- based on class system from poor to rich

Geodemographics: 
- based on where they live
- tell us the type of people for marketing
- their age 
- area they grew up on or live in 
- financial class 
- rely on steriographics (stereotypical purchases) 

Age and Gender:
- young and impressionable
- most spending money 
- multi cultural society, can't section people out, fair sex, non sexist and age and race appropriate 
- reflective of the society we live in

Mainstream, Alternative, Niche Audiences: 
-Mainstream = stereotyped for popular culture (because of their social groups) they tend to like the same things and think the same way. 
-  Alternative = opt for the seemingly second -best thing to a mainstream audience, they tend to think outside of the box and are more creative. They will gradually gain popularity. 
- Niche = small part of social culture, unique interests that people neither follow or know about. They are a minority. 




http://televisioncampaign.co.uk/TVAudiences.aspx 
Example 1: kids 4-11

Programmes on the left have a smaller audience, a low cost per spot and a high percentage of 4-11 year olds watching. 
Programmes on the right have a larger audience, a high cost per spot and provide higher volumes of kids 4-11 per broadcast.

Why is it important to break down TV audiences into groups? 
-targeting their specific needs (educational, promotion, advertising, entertainment) 
- 





Comments

  1. JCoSS Media Dept17 December 2017 at 09:38

    Very good detailed notes here!

    Make sure you have 2 audiences examples from the website and please write a little more detail in response to the question - Why is it important to break down TV audiences into groups?

    ReplyDelete

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