Development

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  • After each sentence, elaborate!
  • Every year on average anyone of the age of 15+ gets interviewed about readership. Last about 20-30 minutes
  • Examples: Likes: Interests e.g. for a fan of a certain TV series i.e. Doctor Who in The Radio Times. Dislikes: Mocking a celebrity in i.e. OK! Magazine.
  • Elaborate on some such as: how they use audience profiles to sell advertising space.
  • Percentages taken from a survey by the NRS in 2008 these percentages amount to the population. ABC1 – mix of upper middle class, middle class and lower middle class. Skilled working class, working class and unemployed (C2DE). NRS also works with the NPA newspaper publishers association and the PPA periodical papers association.
  • ABC1 = upper, middle and lower middle.C2DE = Skilled, working and unemployed.
  • Give examples
  • Add examples
  • Development

    1. 1. Critical Responses By Shania Carter and Abygail Jones
    2. 2. The Audience! • The audiences have a large impact on the print industry • They control the success or failure of a media product • A magazine/newspaper doesn’t depend on the quality, it depends on it’s audience • There is an entire industry based on finding out every detail about a particular audience
    3. 3. Quantitative Research Defining how big the audience is for a product. • NRS and ABC are the biggest companies devoted to finding out figures and audience numbers for print and digital companies. • A continuous survey lasting 12 months, seven days a week. • As an overview of what the NRS does: • Asks about online behaviour/ personal information. • Short interviews at your own home. Advantages? • Get to find out how large the audience is • Can adapt when the audience changes • Better understanding of the audience Disadvantages? • A large amount of people could not take part in the survey. • Receive bad comments from a lot of people. • How Could PB Media use this? Contact one of the companies (NRS or ABC) and ask them to develop an online survey or interviews for them.
    4. 4. Qualitative Research Used to find out the requirements, interests and needs of individual audience members such as their: • Likes • Dislikes • Salaries • Where they live This information is collected using techniques such as: • Focus Groups • Questionnaires • Face-to-face Interviews Advantages? • From face-to-face interviews the interviewer receives a more personal and true statement. • Questionnaires are quick and easy. • Makes it easier to meet the requirements of the audience. Disadvantages? • People could lie in their answers. • People might not like to be approached for face-to-face interviews. • Hard to form a focus group. •
    5. 5. Audience Profiles Audience profiles give specific details about different types of people buying certain products. Including: • Age • Gender • Class etc. • Magazines such as Q use audience profiles to sell advertising space and present their statistics In front of their magazine. • Companies who appeal to similar audience profiles often approach others. These statistics show, on average how many people buy this magazine, what age they are, their readership specific and many more facts that will help choose what goes in to the magazine/newspaper. • Advantages: • Easier to find out the relevant information about the audience. • Easier to produce products that please the chosen audience. • Easier to avoid stereotypes. Disadvantages
    6. 6. Socio-Economic Status (SES) • • • • • This is measuring the social position of an individual or a family. SES focuses on 3 categories which are: Income Education Occupation
    7. 7. The NRS use 6 categories: These are marked down as grades, starting from A and finishing at E. • Grade – A – Upper Middle Class (4%) • Grade – B – Middle Class (23%) • Grade – C1 – Lower Middle Class (29%) • Grade – C2 – Skilled Working Class (21%) • Grade – D – Working Class (15%) • Grade – E – Lower Level of Subsistence (8%) • Also, according to the NRS only 2% of the UK is respectively upper class, whilst the rest of the population is grouped in to ABC1 and C2DE. • The NRS social grades were developed 50 years ago and are now widespread across the UK.
    8. 8. NRS Social Grades • • • • Developed by the NRS to distinguish the differences between readers using social classes. Information received from this is then used for market research. Overall status of a household depends on the occupation of the head of the household. The population is separated in to two main social groups, one including: Upper Middle Class, Middle Class and Lower Middle Class. The other group includes: Skilled Working Class, Working Class and Unemployed.
    9. 9. Lifestyle or Psychographics There are 7 different types of categories for Psychographics: •Belonger – Family oriented, e.g. Iceland advertisements. •Achiever – Wants to achieve more power, craves success e.g. ASDA advertisement. •Emulator/Wanna be – Wants to achieve but can’t quite get there e.g. Go Compare advertisement. •Socially Conscious Type A – Are very aware of how their actions effect the world e.g. Sony’s recycling advert. •Socially Conscious Type B – Don’t care for how their actions impact the world/anything e.g. The Tango adverts. •Balanced/Totally Integrated – People who strive to achieve when it comes to saving the Earth e.g. McDonalds. •Needs Driven- People who shop/buy on impulse – buy items they don’t really need e.g. Any infomercial.
    10. 10. Postcode or Geodemographics • • • • • • Collects information from the national census. Collect knowledge in certain neighbourhoods and compare how similar some households are to others. Important information is obtained such as: the amount a household earns, their class etc. Enables advertising to the correct audience Also used to direct mail to certain addresses. Looks at retired couples, young families and young adults
    11. 11. Age • • • Extremely important to any media product. Uses the idea that: similar ages have similar likes and dislikes. Using this idea it will appeal to most of the targeted audience – may not appeal to some.
    12. 12. • • • • • Gender Two main types of gender structures – male and female Men and women want different things Some magazines push one gender away from the other to make specific gender magazines such as: OK! Men’s Health
    13. 13. Mainstream • • • • Mainstream audiences tend to be larger, reading magazines/newspapers to do with: Chart Music Blockbuster Films Majority all like the same things e.g. Hollyoaks or Eastenders.
    14. 14. Niche • • • • These tend to be smaller groups with more specific needs such as: Doctor Who magazines Kerrang Magazines Adventure Time magazines

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