Importance of Media Importance of Media AudiencesAudiences

These people respond to advertising which emphasises quirkiness or

individuality. The enigmatic Guinness commercials target these

people.

At 40% of the market this is the largest segment of consumers. This group seek security un conformity and tend to buy well-established brands such as Heinz Baked Beans or Kellogg’s Cornflakes.

Match the aspiration

These are people who have climbed the ladder and now want to keep control of what

they have. Car advertisements which emphasise power and

control are aimed at this group.

This group want to make the world a better place. They tend to be educated professionals such as teachers,

doctors etc. These people buy eco-friendly products and healthy foods.

Although this is a relatively small group of consumers they have an

influential voice with manufacturers.

This group’s motivation is status and they tend to buy smart high-tech and high-fashion goods

which will help give them a higher status image. Louis Vuitton have targeted this market.

Relationship between Audience and Media

Product• A media audience is the group of

people who purchase a media product and remember that an album or a music video is a PRODUCT.

• They are important because without an audience a media product would not sell and so would not make money

• Music Producer and Record labels are interested in the TYPE of audience that a band attracts. This information is called the DEMOGRAPHICS of an audience.

• In groups brainstorm all the different ways you could divide up the English population eg gender (Male/ Female)

• Music producers gather lots of information on their audiences so they can try and package bands/singer to fit with the potential audiecne to place marketing in the right areas

• What sort of information do you think Music Produccer and Record Labels would like to know about their audiences?

Measuring audience..Here are some things demographic profiles

include• Numbers• Gender• Age• Spending power…different types of

households eg professionals, unemployed, retirees

• Engagement with different forms of media

Measuring audience..Demographic profiles

• TAGS Target Audience Grouping SystemUsed by Neilsen, a company that gathers

information on audiences and develops marketing plans.

Groups are based on information on lifestyle, attitude and media consumption

These are called Psychographics. AC Nielsen Surveys tens of thousands of people

aged 10+ each year to create these profiles.

• TAGS• ..7 different groups• Liberal Sophisticates – 12% of the 10+

population• The Young Hopefuls – 19%• The Affluent Acquirers – 7% • Struggling Young Families – 12% • The Comfortable Full Nesters – 10% • The Settled Seniors – 13% • The Lonely and Dissatisfied – 18% • The Next Generation – 9%

Activity• Create a visual Demographic and

Psychographic profile of your Target audience – use gloster

• Use band website pages to find out about their current audience

• Includes lots of visuals and some text• Include details like:

– What they are, what they are interested in, media usage, age, sex, spending power etc

You have one week! – 5 Oct