audience theory
DESCRIPTION
TRANSCRIPT
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Learning Objective
• To understand the difference between a demographic and psychographic audience
profile.
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Target/Primary Audience
• Age Range?
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Target/Primary Audience
• Gender?
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Target/Primary Audience
• Class (Upper, Middle, Lower)?
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Target/Primary Audience
• Ethnicity?
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Target/Primary Audience
• Religion?
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Target/Primary Audience
• Hobbies?/Media they enjoy?
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Demographic Profile:
• Audiences can be classified into groups using data about the following:
• This data is used by media producers to help influence future productions.
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Producers must know…
who’sthe
audience?
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A: High Upper Class:B: Upper Class:
C1: Upper Middle Class:C2: Lower Middle Class: D: Upper Lower Class:.
E: Lower Class:
Demographics: Class Categories
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C1
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A
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B or C1
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C2
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E
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D
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Definitions of socio-economic groups:
• AB: Professional, business, white collar. (educated workers)
• C1: High Skilled Manuel
• C2: Lower Skilled Manuel
• DE: Semi and unskilled manuel.
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What does psychographic mean?
• Psychographics is a system of measuring consumers belief’s, opinions and interests.
• It’s like demographics but instead of counting age, gender, race etc. it gathers psychological information (religious beliefs, music tastes,
personality traits, values, attitudes).
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Demographic/Psychology
Psychology = the study of the human mind, of thinking / behaviour…
Demographics = the study of different groups within human society.
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Which one are you?• A study conducted several years ago, Youth Facts, claimed to be not just
statistics about kids spending power but an aid to help advertisers understand their rapidly maturing personalities and behavior.
• \
• They identified six distinct types of young people, or profiles, based on response to 48 attitude statements. This is an extract from the profile
description.
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Class Vote• Free-Spirits:
• Nesters:
• Fun seekers:
• Leaders:
• Followers:
• Armchair Rebels:
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For each of the categories – ADD.
• How does each group get and listen to music?
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Emulators Emulators = the teenage psychographic - 13 / 21… they’re identity seekers, keen to follow new trends, open to new commodities. Impressionable they like to fit in with their peer group. They’re energetic, spontaneous – possibly a bit unsure of themselves. To emulate means to copy – advertisers exploit this group’s desire to fit in, to be ‘cool’, be ‘trendy’, their willingness to try new things, to buy the latest trainers, soft-drink, mobile phone.
15 % population Smaller disposable income but eager to spend it.
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Task
• On a PowerPoint choose a music artist/band….
1) Write a demographic profile for the artists primary audience.
2) (Extension – write a demographic profile for the secondary audience)
3) Who are the psychographics (use the hand-outs to help + notes to decide)?