Question 4.Who would be the audience for your media product?
DemographicsDemographics are the most recent statistical characteristics of a population. Commonly examined demographics include gender, race, age, disabilities, mobility, home ownership, employment status, and even location. Demographics are about the population of a region and the culture of the people there.Marketers typically combine several variables to define a demographic profile. A demographic profile provides enough information about the typical member of this group to create a mental picture of this hypothetical aggregateFirst they determine what segments or subgroups exist in the overall population & secondly to create a clear and complete picture of the characteristics of a typical member of each of segments. Once these profiles are constructed, they can be used to develop a marketing strategy and marketing plan.
Defining Audiences: The Mass MarketMedia producers and institutions like to consider audiences in groups. They quickly identified that there was not just one audience or one market but that the audience can be segmented and marketed into different ways depending on the way they have been defined. The common ways of classifying audiences are by 1. Age 2. Gender 3. Race 4. Location But there are other ways which include the following 1. Income bracket/status 2. Young and Rubicam’s Four consumers 3. Values, Attitudes and Lifestyles (VAL) 4. Life Matrix
A Upper middle class Top management, bankers, lawyers, doctors and other professionalsB Middle class Middle management, teachers, many ‘creatives’ e.g. graphic designersC1 Lower middle class Office supervisors, junior managers, nurses, specialist clerical staff etcC2 Skilled working class Skilled workers, tradespersons( white collar)D Working class Semi-skilled and unskilled manual workers (blue collar)E People at lowest level of income Unemployed, students, pensioners, casual workers
Young & Rubicam’s Four ConsumersAs the concept of class became less fashionable, advertisers started thinking about audiences in differentways. One of the best-known was devised by the advertising agency Young and Rubicam. Mainstreamers Make up 40% of the population. They like security and belonging to a group Aspirers Want status and the esteem of others. Like status symbols, designer labels etc. Live of credit and cash Succeeders People who have already got status and control. Reformers Define themselves by their self-esteem and self-fulfilment
LifeMatrixThe latest approach to audiences targeting has grown out of the field of market research. TheLifeMatrix tool, launched by MRI & RopeASW, defines ten audience categories centred aroundboth values, attitudes & beliefs, and more fundamental, demographic audience categories. Tribe wired Digital, free-spirited, creative young singles Fun/Atics Aspirational, fun-seeking, active young people Dynamic Duos Hard-driving, High-involvement couples Priority Parents Family values, activities, media strongly dominate Home Soldiers Home-centric, family-orientated, materially ambitious Renaissance Women Active, caring, affluent, influential mums Rugged Traditionalists Traditional male values, love of outdoors Struggling Singles High aspirations, low economic status Settled elders Devout, older, Sedentary lifestyles Free Birds Vital, active, altruistic seniors
Film Classification DefinitionsCertificate DefinitionUc/U Suitable for audiences ages 4+. Should be set within a positive moral framework and offer reassuring counterbalances to any violence, threat or horrorPG General viewing but some scenes may be unsuitable for young children. Should not disturb a child aged 8+. Parents are advised to consider whether the content may upset younger or more sensitive children12/12A No-one younger than 12 may see the film or rent/ buy the DVD. Responsibility lies with the supervising/accompanying adult.15 No-one younger than 18 15 may see the film or rent/ buy the DVD18 No-one younger than 18 may see the film or rent/ buy the DVD.R18 To be shown only in specially licensed cinemas or supplied only in adult licensed sex shops to adults 18+. A special and legally restricted classification primarily for explicit works of consenting sex between adults.
Who our audience will beAGE, GENDER, RACE & LOCATION• Each film genre has a age rating but particularly thrillers tend to be 15s and rarely 18s. After doing research into film classification definitions , our film will be aimed at 15-24 year olds because of the contents it will include such as strong In terms of gender our film will aim language and violence although for both sexes but I wouldn’t say the opening to our thriller will mostly male due to some of the not include the following except action and the fact that two out of a mild use of violence. three of our main characters are male, the antagonist and the detective. Also looking at the questionnaires filled out during audience research the majority of the action votes came from the males to be precise. But on the otherhand it’ll appeal to females because our protagonist is a female therefore our female audience can have someone to identify with. This sort of resembles thrillers such as ‘The Departed’ which had attractive main male characters and ‘wanted’ which had an attractive main female.
• The film we are producing is British mainlybecause it has British location, Britishcharacters, director and culture toelaborate more on location I feel that ourfilm will be marketed to and attract aBritish audience mainly the areas of London.But also it will be marketed to America too,due to Optimum Releasing the distributorswe would use who have American audiencesaswell as British.• We’ve taken into account the race of thecharacters we would use and kept to a blackBritish set of characters in our openingthree minutes because we want to change upthe original expected things you would see ina thriller film or any other film genres whichusually consist of a white race predominantlywith rare count of other races. Our film willinclude other races too but just not in theopening as we wanted to get the maincharacters across to the audience first.
Why they’ll be our audienceLifeMatrix, VAL & Young & Rubicam• Judging they type of film we’ve produced and where it will be shown I think our audience will be teens to young adults who fall under the incomebracket/status of C1-E. This is mainly because of the age group we’re aiming to attract and also the main audience who will consume our thriller. The people who fall under this category will definitely have no problems when going to watch our film because it can be watched online(one place we would show it) at anytime due to the fact that Reason for choosing Experiencers is because most working class people work more hours than upper-class people they are motivated by self-expression which therefore won’t have much leisure is what our film shows and also they’re time to go watch it in the cinema. young, enthusiastic and impulsive consumers Mainstreamers make up 40% of the and quickly become enthusiastic about new population and like security and possibilities. This comes as an advantage to belonging to a group and since Young & Rubicams is similar to Nick us because our film is of course an Lacey’s VAL, we would class independent production and Experiencers Experiencers and Makers under spend most of their income on a few things that 40%. including entertainment and socialising which means during socialisation time they can watch our thriller film.
• Much like them are the Makers who you could say are the parents/guardians who have little interest in what lies outside the context and prefer value to luxury so buy basic products. With a little interpretation, this means they would want to watch a independent film like ours because its not to ‘out there’ and they’re looking for excitement not material things which doesnt differ much from the Survivors( formerly Strugglers) who are like the working class who have low income and low innovation and they will definitely without doubt be able to access our film a cheaper • In the LifeMatrix categories, I think our way than going to the movies which cost money. film would target Struggling Singles, Fun/Atics and Tribe wired. The reasons I have suggested these categories in particular is because combined together there would be a set of fun- seeking, creative young singles and active singles. And due to struggling singles who have low economic status but high aspirations, our independent low budget film will be beneficial to their needs, making for a satisfied audience and in return satisfied producers/directors (myself & the rest of the group).