Target audience profiling

Target Audience Profiling 


Target Audience Definition- Specific group of people within a market who are interested in/ need a particular product, service or media form. This group has been segmented using demography.

Target Audience -

    • Create a media product that is made intentionally to appeal to a specific audience and market.
    • Demographics - age, gender, ethnicity, class( higher, middle/lower/ spending power)and race
    • Psychographics - (psychographics table) - Film industry will use psychographics to target what their audience would typically go for.
    • NRS social grade 
    • Primary, Secondary and Tertiary
    • Geo- demographics- Geography and demographics :
    Where you live?
    Spending power?
    Jobs avaliable?

    Targeted more in an advertising campaign
    Where is your target audience located?
    What is there gender?
    How old are they?
    What are their common interests?
    Average income range?
    What common values do they share?

    Make some comments about:
    Attitudes
    Behaviour
    Relationships
    Qualifications
    Professions

    How would you conduct research?
    • Speak to your customers
    • run surveys
    • Examine your websites usage
    • Run focus groups
    • Request feedback 
    Audience research - 

    Quantitative audience research - 
    • This is when companies gather large amounts of information from lots of groups of people.
    • This is done by emails, phone calls, face-to-face surveys which helps determine how their product will appeal to the target audience.
    • For films and marketing this is done by questionnaires. These are known as samples.
    • A paper questionnaire is a closed question survey but people can still write their own thoughts and opinions on the paper.
    • Digital questionnaires collect exact data and desk research is secondary research. (Primary research)
    • Quantitative research is numerical data and is best explained in graphs and charts. 
    Qualitative audience research - 
    • Qualitative data gives more wordy answers and explains more why people would chose what particular thing.
    Socio-economic status - 
    • This 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 research this data is used to estimate what influences this person may have. 
    • Socio-economics are based on the class systems, from rich to poor. 
    • This should help explain the class system. 
    Psychographics-
    • The film industry will use psychographics to target what their audience would typically go for.
    Geo-demographics - 
    • From our socio-economic criteria, geode-mographics tell us about the type of people marketing. 
    • Their age, gender, area they grew up in or live in and their financial class tells us a lot about the type of audience they would be. 
    • This links to psychographic profiles or the seven stereotypes
    • We rely on these stereotypes because even though people claim they are not stereotypical people they are in their psychology and they don't even realise it. Geode-mographics are based on where the target audience live. 
    Age and gender - 
    • Depending on the type of industry results in research into the age group target audience. 
    • Its not age and gender that people are researching nowadays because we live in a multi-cultural society and everything has to be fair sex, non sexist and race and age appropriate. 
    Mainstream/Alternative/Niche Audiences - 
    • Mainstream audiences are stereotyped for the 'popular culture' because of their social group.
    • The majority of people tend to like the same things, think the same way and have similar hobbies and this is accepted as normal or typical of the mainstream 'popular' culture.
    • Alternative audiences are different from the mainstream culture because they opt for the seemingly second best thing to a mainstream audience 
    • This group of people tend to think 'outside the box' are more creative and are the opposite of mainstream. 
    • However, what is popular with the alternative audience will gradually gain in popularity and this will soon become part of the mainstream category. 
    • Niche audiences are what make up a small part of social culture.
    • They have unique interests that people neither follow or know about.
    • It can be very profitable to target a specific audience because they are a minority social group their culture and some themes may be popular with other social cultures and this will cause the ideas to grow in popularity. 

    EXAMPLE 1 - TARGET AUDIENCE: KIDS 4-11

    The channels on the left have smaller audiences, a low cost per shot and a high percentage of kids 4-11 watching their programmes. The channels on the right have large audiences, a high cost per spot and provide higher volumes of kids 4-11 per broadcast. 

    The low cost per spot on some of the smaller channels like Cartoon Network, Nick JR, and nickelodeon provide the opportunity to show kids 4-11 viewers an advert multiple times for a small budget. 

    The high cost per spot on some of the larger channels like ITV, channel 4, five, CITV and ITV2, enables advertisers to reach high numbers of kids 4 to 11 with a single broadcast. 

    Digital TV both widely accessible and regularly consumed, TV advertisers can target kids ages between 4-11 with ease. Toys are the dominant area of interest that brands look to promote e.g. lego, barbie and Toy R us are key players in the children market. 
    Brands such as Kellogs and Nestle seek to create advertisements with a fun and interactive element.

    Why is it important to break down TV audiences into groups? 
    KIDS 4-11
    • Targeting their specific needs E.G Educational, promoting, and entertainment
    • Advertising - Approriate adverts for the target audience. 
    • High viewing figures = 1 time advert 
    • Low viewing figures = multiple times an advert will be shown  

    EXAMPLE 2 - ABC1 MEN 

    The TV channels above all provide the advertiser a route to reaching men ABC1.

    The channels on the left have smaller audiences, a lower cost per spot and a high percentage of men ABC1 watching their programmes.  The channels on the right have large audiences and a high cost per spot and provide higher volumes of men ABC1 per  broadcast.

    The lower cost per spot on some of the smaller channels like Motors TV, Sky atlantic and The races all provide the opportunity to show men ABC1 viewers your advert multiple times for a small budget.

    The high cost per spot on some of the larger channels such as sky sports news, ITV, channel4, comedy central and Five all enable advertisers to reach high numbers of men ABC1 with a single broadcast.

    ABC1 men are often materialistically inclined and are known to strongly engage with advertisements. Products of interest include cars, holidays, technology and luxury products such a aftershave, BMW and Apple.

    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 TV advertisers seeking to communicate with specific demographics.

    Why is it important to break down TV audiences into groups? 
    MEN ABC1

    • 35% Friday and Saturday when ABC1 men consume TV
    • Sky atlantic, high quality drama
    • TV catch up - multi campaigns (billboards, campaigns everywhere)

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