Target Audience Profiling

Target Audience Profiling:

  • Intended group of people that a media product is am at.
  • Demographics: Age, Gender, Complexion, Ethnicity, Class
  • Psychographics  
  • NRS Social Grade
  • Primary
  • Secondary
  • Tertiary
  • How to conduct audience research: Questionairs, Focua Groups, Surveys, Feedback
  • Knowing your target audience is the start of an advertising campaign
Quantitative audience research 

Quantitative audience research is when companies gather large amounts of information from large groups of people, this is done by, phone calls, and face-to-face surveys to determine how best to make their product appeal to the target audience. For films and marketing this is done with questionaires, these groups are known as “samples” and the larger the sample the more reliable the research is to fall back on.A paper questionaire is a closed question survey, but people can still write on the paper their thoughts and opinions. Digital questionaires collect exact data and desk reaseach is secondary research, going through old reports and publications to back up your own research. Quantative research is numerical data and is best explained in graphs and charts. Qualitive data gives more wordy answers and explains more why people would chose whater particular thing
Socio-economic status

This is a means for some people to predict behaviour based on how much a person earns, where they live and their type of education and the characteristics a person may have. In reasearch this data is used to estimate what influences this person may have. Socio-economics are based on the class systems, from poor to rich. This should help explain the class system.

Geodemographics 

 from our socio-economic criteria, geodemographics tell us about the type of people for marketing. their age, gender, area they grew up in or live in and their financial class tell us alot about the type of audience they would be. this links in to the psychographic profiles or the seven stereotypes.We rely on these steriotypes because even though people claim they are not stereotypical people they are in their psycology and they dont even realise it. Geodemographics are based on where the target audience live.
Why is it important to break down tv audiences into groups?
Example 1 Kids 4-11: 

  • Targeting specific needs, educational, promoting, advertising, entertainment
  • Advertising appropriate to target audience
  • High viewing figures = 1 time advert
  • Low viewing figures= Advert will be shown multiple times
Example 2 ABC1 Men:
  • 35% on Friday and Saturday is when ABC1 Men consume television
  • Sky Atlantic, high quality drama
  • TV catchup: Multi-campaigns
  • TV advertising: cars and high end luxury products
  • Within the ABC1 demographic, 12.8 million are male, which represents over a quarter of the adult population in the United Kingdom. The ABC1 male, as a result, represents a sizeable target audience for television advertisers seeking to communicate with specific demographcis






Comments

  1. JCoSS Media Dept17 December 2017 at 09:56

    You have just copied and pasted the text from the student powerpoint, instead of writing your own notes. Copying and pasting will not help you when you revise. Please read through the powerpoint again and make effective, useful notes.

    Also you need to answer the question - Why is it important to break down tv audiences into groups?

    ReplyDelete

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