audience profiling powerpoint
DESCRIPTION
GCSE Media Studies TopicTRANSCRIPT
Audience Profiling
GCSE Media Studies
Audience Profiling is a task all media institutions need to perform when creating a new product to launch
onto the market be it a magazine, film, album, website etc. When defining an audience, factors that must be
considered include:Age, Gender, Race and Sexuality
Education Occupation
Annual Income Disposable Income
Current Lifestyle/ Aspirational or Desired Lifestyle Culture
Media InterestsBuying Habits
Loyalty to Brands
WHY DO YOU THINK MEDIA COMPANIES NEED TO KNOW THIS INFORMATION?
Audience Profiling
A common and traditional method of audience profiling is known as demographics. This defines the adult population largely by the work that they do. It breaks the population down into 6 groups, and labels them by using a letter code to describe the income and status of the members of each group.
Demographics
This is a way of describing an audience by looking at their behaviour and
personality traits. Psychographics labels a particular type of person and makes an
assessment about their viewing and spending habits.
The advertising agency Young and Rubican invented a successful
psychographic profile known as their 4C’s Marketing Model stand
Cross Cultural Consumer Characterisation.
They put the audience into groups with labels that suggest their position in
society.
WHO ARE YOU?
Psychographics
NME Consumer ProfileHere is a reader profile for
NME. This document is updated every quarter
following market audience research, and is produced for advertisers in order for
them to appropriately place their brand in a
magazine that is going to align itself with their
target audience.
Look at this profile – what statistics/info
would be of interest to potential advertisers?
You are going to produce your own Target Audience Profile. You need to consider demographics and Psychographics, lifestyle and the brands your audience will identify with
(potential advertisers).
Here’s one Mrs Moore made earlier!
IT’S NOW YOUR TURN!
Here is a reader profile written by Mrs Moore. She has documented
lots of brands that she aligns herself with and
then written a personal profile using Socio-economics and
Psychographics.
You are now going to produce your own personal Reader
profile. You need to consider lifestyle
brands but also your media tastes, media
consumption habits, c technology you buy
into, radio stations you listen to etc.