as media defining the audience part two 2014-15
DESCRIPTION
Audience ProfilingTRANSCRIPT
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Understand how media producers think about their
audiences
Audience Profiling
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Lecture contents
Psychographics - Interests and lifestyles
Demographics and Generational Markets - Sub-division of people
Social grading – Categorisation and audience profiling
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Psychographics
Definition:
Study of lifestyles, values, attitudes, interests and personalities
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Media use
Used in media industries to market potential new product or gauge opinion
Often employ ‘VALS’ method
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‘VALS’
Values and Lifestyles
Five main categories
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Belongers
Conformists, mainstream values, reluctant to take risks
Fit ‘Middle Class’ stereotype
Traditional in outlook and habits
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Achievers
Prosperous
Make their own decisions
A lot of advertising directed to them
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Socially Conscious
Aware of social issues
Politically active
Positive outlook & self-motivated
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Aspirers
Aspire to a better life, but aren’t sure how to achieve it
Aiming for prosperity
Status-seekers
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Experientials
5% of the population
Try new things in their attempts to experience life fully - risk takers
An ‘upscale’ audience with regards to media producers
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‘I-Am-Me’ people
Work hard to set themselves apart
Appeal of products make themselves different
Youthful, energetic & demanding
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Explorers
Creative and prosperous
Willing to try different products and ways of doing things
Have the financial means to do it
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Demographics
Definition:
Characteristics of a population including:
Age
Gender
Behaviour
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Demographic Generations
Potential audiences for products can be categorised by era they were born in
This can be referred to as ‘generational market’
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World War 2 Generation
Born between 1928 – 1945
Key characteristics:
Conformity
Conservative
Traditional family values
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Baby Boomer 1
Born between 1946 – 1954
Key Characteristics:
ExperimentalFree spiritedSocial cause orientated
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Baby Boomer 2
Born between 1955 – 1965
Key characteristics:
Less optimistic
Pragmatic
Cynical
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Generation X
Born between 1965 – 1980
Key characteristics:
Wanting emotional securityIndependentInformalEntrepreneurial
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Millennial Generation (Generation Y)
Born between 1981 – 2010
Key characteristics:
Wanting physical security and safetyAcceptance of changeTechnically proficientEnvironmentally aware
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Demographics
Can also include :
Gender and Sexuality
Geographical location
Employment
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Socio-Economic
Categorised by income/status
Broken down into six categories
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A - Upper middle class
Top management, bankers, lawyers, doctors and other professionals
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B - Middle class
Middle management, teachers, 'creatives' e.g. graphic designers, film makers etc.
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C1 - Lower middle class
Office supervisors, junior managers, nurses, specialist clerical staff etc
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C2 - Skilled working class
Skilled workers, tradespersons (white collar)
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D - Working class
Semi-skilled and unskilled manual workers (blue collar)
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E - People at lowest level of income
Unemployed, students, pensioners, casual workers