Target Audience Research

Target audience research

A target audience it the specific group of people who may be interested in/need a product/service or media form. These groups of people can be segmented in many different ways demographically.

Defining Target Audience: 
  • Find out where your target audience is located
  • Find out their gender/sex
  • Find out their average age
  • Find out what their income range is
  • What common interests do they have?
  • Invest time and effort to understand target audience —> Will help plan advertising & save money 
  • Speak to customers, run surveys, run focus groups, request feedback

Quantitative Audience Research:
  • When Companies gather large amounts of information from large groups of people.
  • Done by emails, phone calls & face-to-face surveys to determine how well the product will appeal to the target audience.
  • Films and marketing will conduct questionnaires, Known as ‘samples’.
  • Larger the sample = More reliable the research

Socio-Economic Status:
  • Predicting the behaviour of a person based on how much they earn, where they live, the type of education they've had & their characteristics.
  • Can be used to estimate what influences a person may have.
  • Based on class systems —> poor to rich

Psychographics:
  • Used in the film industry to target what an audience would be attracted to.
  • A study of personality, values, attitudes & lifestyles.
  • Psychographic segmentation is when a market is divided into segments based on different personality traits, values, attitudes, interests & lifestyles of consumers.

Geo-demographics:
  • Based on where the target audience lives.
  • Tell us about the types of people for marketing.
  • One’s age, gender, area they live/grew up in & financial class can tell us a lot about the type of audience they would be.
  • Links to psychographic profiles.
  • Stereotypes are relied on because despite people saying they do not stereotypically judge people, psychology proves that we do (but unintentionally)

Age & Gender:
  • The film industry will target films at the age groups of 16-24 year olds —> Because they are young, spend the most time socialising and have the most spending money.
  • Due to the multicultural society we live in, research is no longer down to sex and gender —> Everything has to be fair, age appropriate and non-sexist.

Mainstream Audiences:
  • Stereotyped by ‘popular culture’ due to their social group.
  • Majority of people tend to like the same things, share the same thoughts and do similar things.
  • ‘Popular culture’ is recognised as ‘normal’.

Alternative Audiences:
  • Different to mainstream culture —> opt for second-best thing to mainstream audience.
  • Tend to think ‘outside the box’ —> opposite of mainstream.
  • They will gradually gain in popularity and become apart of mainstream culture.

Niche Audiences:

  • Make up a small part of social culture.
  • Have unique interests that people are unaware of and don't follow.
  • Can be profitable to target a specific audience because despite being a minority, certain themes may be popular —> Can cause growth in popularity.

Comments

Post a Comment

Popular posts from this blog

Types of media mind map

Image
A mind map I created exploring different types of media and how they are made.                                                                                            As part of this unit I was asked to create a mind map that explores different types of production of various media types. From this, I learnt how different types of media have different types of pre-production, production and post- production. This information will be useful in the future if I am asked to further explore production and possibly create my own media.
Read more

Advertising on UK TV

Advertising on UK TV eMarketer predicts that by the year 2020, online ads will account for 60% of marketing budgets whereas TV will represent as little as 21.5%.  The Broadcasters Audience Research Board (Barb) say that the average UK viewer watches 45 TV ads everyday without skipping. Despite the ongoing domination of digital, TV will still be a hot topic for the next 12 months. ITV: A 30 second advert during ITV’s breakfast schedule costs between £3,000—£4,500. Ads for daytime slots (for the same length) cost between £3,500—£4,500.  A peak rate alternative can cost between £10,000—£30,000. Channel 4: Channel 4 is cheaper than ITV (on avg.) 30 second slots on their daytime TV costs between £1,000—£2,000. Peak rates during shows such as Hollyoaks cost between £10,000—£20,000. Channel 5: Channel 5 is the cheapest national ex-terrestrial channel to advertise on. Ads during daytime slots cost between £800-£1,600. Peak time slots can cost between £...
Read more

Property Rights: Star Wars Case Study

Star Wars Article Summary After a five year case, the designer who created the original Stormtrooper helmets for Star Wars has won a copyright battle with director George Lucas over his right to sell replicas. The case was settled in the highest court. The designer, Andrew Ainsworth, spent half a decade and £700,000  fighting the movie’s legal team. Andrew faced challenges, such as bailiffs at his door demanding £12m and has defended the attack in the High Court, Court of Appeal and Supreme Court (not to mention the US).  Andrew Ainsworth, who is also a father-of-two, has been selling his plastic composite helmets and body armour work from his Twickenham based studio for eight years now. In 2002, he struggled to afford to pay school fees, so he sold a helmet and other “bits and pieces” that where aside in his room and of no use to him. Andrew managed to earn £60,000 at Christie’s auction house, making him realise his works potential. Mr. Ainsworth said: ...
Read more