Target Audience

Target Audience

1. Types of Audience

   • Niche- small and specialised
   • Primary- the intended audience for a media text
   • Secondary- an audience that is not the primary audience nut may consume the text anyway
   • Social Categories- consists of 6 social grades: A, B, C1, C2, D, and E
     • A: 3% of the population. Top earners.
     • B: senior managers, 20% of the population
     • C1: other professionals, 28% of the UK population
     • C2: 21% of the population. They are skilled manual workers, often earning more than C1 professionals
     • D: 18% of the population. They are unskilled manual workers
     • E: 10% of the population. They at people who depend on benefits or casual workers.
   • TEA 21+ usually means you have a university degree or an equivalent
   • Age Demographics
     • 16-24
     • 25-34
     • 35-44
     • 45-54
     • 55-64
     • 65+
   • VALS
     • Explorer
       • Up for a challenge and is often the first to try out new ideas and experiences. Described as 'indie'
     • Apirer
       • Materialistic and are driven by others perceptions of them. These people would focus on the attractiveness of the pack rather than the content. Represent consumerism.
     • Succeeder
       • Then looking at brands they seek reward and seek out the best because they want the best and feel like they deserve it/ They would also seek protective brands due to their aggressive fighting attitude to life, they need to relax and calm down.
     • Reformer
       • Socially aware. When looking at brands they won't buy things purely because they're new, this contrasts against explorer and aspirer. Their core in life is for enlightenment.
     • Mainstreamer
       • 'The everyday'. Largest group of people. They respond to 'family ' brands and look for value for money to stick to what they know and live like the majority - money saving.
     • Struggler
       • 'You only live once approach' These people seek escape. Little aims and few resources apart from physical skill.
     • Resigned
       • Predominantly older people with unchanging values, the past has a nostalgic feel Brand choices are driven by the need to safety and following what they know and are familiar too.

2. Engage with music

3. Social Media and other media

4. Radio

5. Visual Identity

6. Nostalgia / memories

7. Friends / peer group

8. Background

9. Political / social messages - click with own values

10. Sense of community

11. Films

12. Gets you going, motivation

13. Cathorsis

14. Emotionally engaging. uplifting, inspiring lyrics

15. Relaxation

16. Family: parents / Siblings

17. Escapism

18. Help us process our emotions

19. Togetherness / belonging