Target Audience

The way in which a target audience is usually defined:

Gender - FemaleRace – AllAge – 16-24Socio-Economic Status – C2/E

Much research into what an audience is has been carried out. Graham Burton, a media theorist defines 3 ways in which an audience can be specific;

1. Where they are defined by a particular product (a Guardian reader)

2. Where there is a specific audience for a type of media product (a computer magazine reader)

3. Where audiences belong to pre-existing groups (defined by age, gender, class, etc.)

The Socio-Economic Status is split into six different segments, which are widely used in marketing. The ones that apply to our project are:

• C2 - Skilled manual e.g. Electrician, Plumber• D - Semi-Skilled e.g. Assembly Line Workers, Cleaners• E - Unskilled, Pensioners and unemployed, Students

These groups are those that our target audience would fall into

Maslow’s Hierarchy of Needs: Our music video fulfills a number of these needs for our target audience, these being;

• Love/belonging – family, friendship, love conquers all• Esteem – confidence, achievement

A UK based research project regarding audience testing. Project Phoenix:

• Savants - For whom everything in life seems to be tied up with the music. They represent 9% of the 15-39 age group in 2003• Enthusiasts - music is a key part of the life but is balanced by other interests. Representing 16% of the 15-39 age group in 2003

We are looking to attract the enthusiasts and the savants because of the depth and involvement that they have with music.

It isn’t a casual sound that will appeal to everybody and therefore those that do enjoy our products will therefore really enjoy with music being a ‘key part’ in their lives.