Target Audience profiling
Target audience definition: A 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 demographics
- Creating a media product that is made intentionally to appeal to a specific audience or market.
- Demographics: Age, gender, ethnicity, class (high, middle, lower/ spending power), race.
- Psychographics: The film industry will use psychographics to target what their audience would typically go for.
- NRS social grade.
- Geo-demographic ---- Geography + demographics. Where you live? Spending power? Jobs available?
Notes on video:
How to define target audience:
Location
Age
Gender
What are their common interests?
Income range
What common values do they share?
Attitudes
Behaviour
Relationships
Qualifications
Professions
Conducting research:
- Speak to your customers
- Run surveys
- Examine your websites usage
- Run focus groups
- Request feedback
---------------------------------------------
Quantitative audience research
- This 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 to determine how best to make their product appeal to the target audience.
Quantitative: Numerical data, graphs + charts
Qualitative: Wordy/more in depth.
Socio-economic status:
- This is a means for some people to predict behaviour based on how much a person earns, where they live, their type of education and the characteristics a person might have.
Age + Gender:
- Depending on the type of industry results in research into age group target audience.
Mainstream audience:
- 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 do similar things.
Alternative audience:
- Alternative audiences are different from the mainstream culture because they opt for seemingly second-best thing to a mainstream audience
Niche audience:
- Niche audiences make up a small part of social culture and they have unique interests that people neither follow or know about.
Why is it important to break down TV audiences into age groups?
Because each age group have different Tv programmes that appeal to them, it is important to break down these age groups to have certain channels aimed at each one.
1. Kids 4-11
- Higher production budget = more views , adverts = broadcast once
- Less = less views
adverts = broadcast many times.
Digital television for kids 4 to 11.
- With digital television both widely accessible and regularly consumed, television advertisers can target kids aged between 4 and 11 with relative ease.
2. ABC 1 (NRS)
Advertising slots (Eg Sky Atlantic/ Motor UK)
3. ABC1 Men
ABC1 males are often materialistically inclined, and are known to strongly engage with advertisements. There are Products of interest which include cars, holidays, technology and luxury products such as cologne, with brands like BMW, Apple, Thompson, some national tourism boards and Christian Dior providing examples of successful advertising aimed at up-market males.
They have higher income and for that reason these expensive brands target this kind of audience. Their free time is usually on the weekends EG Saturday and Friday, meaning they enjoy watching Sports Eg Premier League.
Ferrari audience profile:
Ferrari are a highly expensive super car company that have been famous for their fast and elite cars for many years. Their typical target audience are people who fit this criteria:
- High Income, because their cars are very expensive and high quality, in most circumstances you will need to be very wealthy to own one.
- Men. This is the sex that is usually much more interested in cars and what they can offer. Men enjoy the excitement that fast cars bring.
- A standard age group would be 20-40 year olds who would own one. This is the age in which you are young enough to enjoy the thrill of Ferraris and an age where you could be earning enough.
- Upper class, earning enough money to own a Ferrari will mean you are likely to be an upper class person.
- White or Black men are the most regular drivers of Ferraris.
- High profile job (Businessman, owns a successful company, under well paid employment etc).
- In terms of NRS, Ferrari would appeal to categories AB. These jobs are higher/intermediate managerial, administrative and professional. Some sportsmen also earn enough to have a Ferrari, but these people don't fall under any category when looking at NRS social grades.
The photo above is an avatar of the typical type of person that you would find able to afford a car like this. He is wearing smart clothing which shows that he is working in an important job. He also has smart hair to show he is dressed well for work.
I also made him middle aged based on the target age mentioned before.
- Creating a media product that is made intentionally to appeal to a specific audience or market.
- Demographics: Age, gender, ethnicity, class (high, middle, lower/ spending power), race.
- Psychographics: The film industry will use psychographics to target what their audience would typically go for.
- NRS social grade.
- Geo-demographic ---- Geography + demographics. Where you live? Spending power? Jobs available?
Notes on video:
How to define target audience:
Location
Age
Gender
What are their common interests?
Income range
What common values do they share?
Attitudes
Behaviour
Relationships
Qualifications
Professions
Conducting research:
- Speak to your customers
- Run surveys
- Examine your websites usage
- Run focus groups
- Request feedback
---------------------------------------------
Quantitative audience research
- This 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 to determine how best to make their product appeal to the target audience.
Quantitative: Numerical data, graphs + charts
Qualitative: Wordy/more in depth.
Socio-economic status:
- This is a means for some people to predict behaviour based on how much a person earns, where they live, their type of education and the characteristics a person might have.
Age + Gender:
- Depending on the type of industry results in research into age group target audience.
Mainstream audience:
- 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 do similar things.
Alternative audience:
- Alternative audiences are different from the mainstream culture because they opt for seemingly second-best thing to a mainstream audience
Niche audience:
- Niche audiences make up a small part of social culture and they have unique interests that people neither follow or know about.
Why is it important to break down TV audiences into age groups?
Because each age group have different Tv programmes that appeal to them, it is important to break down these age groups to have certain channels aimed at each one.
1. Kids 4-11
- Higher production budget = more views , adverts = broadcast once
- Less = less views
adverts = broadcast many times.
Digital television for kids 4 to 11.
- With digital television both widely accessible and regularly consumed, television advertisers can target kids aged between 4 and 11 with relative ease.
2. ABC 1 (NRS)
Advertising slots (Eg Sky Atlantic/ Motor UK)
3. ABC1 Men
ABC1 males are often materialistically inclined, and are known to strongly engage with advertisements. There are Products of interest which include cars, holidays, technology and luxury products such as cologne, with brands like BMW, Apple, Thompson, some national tourism boards and Christian Dior providing examples of successful advertising aimed at up-market males.
They have higher income and for that reason these expensive brands target this kind of audience. Their free time is usually on the weekends EG Saturday and Friday, meaning they enjoy watching Sports Eg Premier League.
Ferrari audience profile:
Ferrari are a highly expensive super car company that have been famous for their fast and elite cars for many years. Their typical target audience are people who fit this criteria:
- High Income, because their cars are very expensive and high quality, in most circumstances you will need to be very wealthy to own one.
- Men. This is the sex that is usually much more interested in cars and what they can offer. Men enjoy the excitement that fast cars bring.
- A standard age group would be 20-40 year olds who would own one. This is the age in which you are young enough to enjoy the thrill of Ferraris and an age where you could be earning enough.
- Upper class, earning enough money to own a Ferrari will mean you are likely to be an upper class person.
- White or Black men are the most regular drivers of Ferraris.
- High profile job (Businessman, owns a successful company, under well paid employment etc).
- In terms of NRS, Ferrari would appeal to categories AB. These jobs are higher/intermediate managerial, administrative and professional. Some sportsmen also earn enough to have a Ferrari, but these people don't fall under any category when looking at NRS social grades.
The photo above is an avatar of the typical type of person that you would find able to afford a car like this. He is wearing smart clothing which shows that he is working in an important job. He also has smart hair to show he is dressed well for work.
I also made him middle aged based on the target age mentioned before.
Well done. You clearly have a detailed understanding of this topic.
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