Target Audience

Target Audience

1. Demographics

   • demographic information is used in media marketing to classify an audience into age, gender, race and other catergories
     • some of these classes overlap and aren't suitable for the target audience. For example, pensioners aren't going to enjoy the same thing as students to
   • demographics are broken into bands depending on job and status which is broken down in letter codes
     • Letter Code A- higher management, bankers, lawyers, doctors, etc...
       • Letter Code B - middle management, teachers, creative and media (graphic designers)
         • Letter Code C1 - supervisory of clerical, junior managerial, administrative or professional
           • Letter Code C2 - skilled manual workers
             • Letter Code D - semi skilled and unskilled manual workers
               • Letter Code E - unemployed students, pensioners, casual workers
   • demographiccs usually consider gender, age, job and income, education, geographical location and religion

2. Psychographics

   • psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics.
   • It is based on the assumption that the types of products and brands someone purchases will reflect their characteristics and patterns of living
   • Mainstreamers - seek security. They tend to be domestic, conformist, conventional, sentimental - they favour value for money, family and brands
     • Aspirers - seek status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Typically younger people
       • Succeeders - seek control. Strong goals, confidence, work ethic and organisation. Typically higher management and professionals
         • Resigned - seeks survival. Rigid and authoriatiarian values. Interested in the past and tradition. Typically older people
           • Explorers - seeks discovery. Energy, individualism and experience. Values difference and adventure. Typically a younger demographic (students)
             • Strugglers - seeks escape. Alienated and disorganised. Few resources beyond physical skills. Tend to buy alcohol, junk food and lottery tickets. Typically lower demographics
               • Reformers - seeks englightenment. Freedom of restrictions and personal growth. Social awareness and independent judgement. Ant-materialistic but aware of good taste.

3. GEARS

   • Gender
   • Ethnicity
   • Age
   • Region, Nationality
   • Socio-economic group

4. Maslow's hierachary of needs is a motivational theory in psychology comprising a five tier model of human needs, often depicted ashierarchical levels within a pyramid. Maslow wanted to understand what motivates people. He believed that people possess a set of motivation systems unrelated to rewards or unconscious desires.

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