This document discusses identifying the target audience for creative video productions. It identifies key factors such as gender, age groups including 0-15, 15-24, 24-35, 35-55, 55+, social grades from A to E, and Maslow's hierarchy of needs which categorizes audiences based on physiological, safety, love and belonging, esteem, and self-actualization needs. Examples are given of TV shows and their likely target audiences according to social grades. The document instructs working in pairs to find an advertisement example that fits a certain social grouping.

1. BTEC Creative Video
Production
Identifying Target Audience

2. Gender
• Are they Male or Female
• To answer this consider who the
protagonist is and whether they would
aspire to be like them or whether the
star is being sold on their sex appeal
top the viewer.

3. Age
• 0-15 = children
• 15-24 = teenagers, young adults
• 24-35 = young families
• 35-55 = older families
• 55+ = end of career / retirement
This is the first method of identifying the audience based
on the age of the individual, this can often determine the
amount of disposable income they have.

4. What does an age group
mean?
• Pre-family (18-25)
• Young family (25-44)
• Mature family (45 -65)
• Retired (65+)
This is a general
break of age
range based on
an individual
establishing a
family.

5. Measurement of Social Grade
• A - Higher managerial administrative +
professional.
• B - Intermediate managerial, administrative +
professional
• C1 - Supervisory or clerical + junior managerial,
administrative + professional.
• C2 - Skilled Manual.
• D - Semi skilled and unskilled manual.
• E - Casual labourers, state pensioner, the
unemployed.

6. USING MEASUREMENT
• Below are examples of television shows
and who they would appeal to.
• NEWS NIGHT - A + B
• Touch of Frost - C1 + C2
• Tricia + Jeremy Kyle - E

7. Activity
• Working in twos using google video find
me an example of an advert that fits
certain social grouping. C1+C2 are very
similar.
• 15 minutes to find this information.

8. AUDIENCE SEGMENTATION
• Maslows Hierarchy of Human Needs
• This was created by Austrian Psychologist
Abraham Maslow in 1954.
• It is a way to categorize a person in terms
of what they need from life.
• Advertisers still use this to aim at a specific
audience.
• There are five primary needs.

9. Maslow’s Hierarchy of Needs
• There are five needs Maslow has
identified.
• Physiological Needs
• Safety Needs
• Love and Belonging
• Esteem
• Self Actualisation

10. Physiological Needs
• Food, drink, sleep, sex, relief from pain.

11. Safety Needs
• Security, Protection, freedom from
danger.

12. Love and belonging
• Friends, companions, family, being part
of a group.

13. Esteem Needs
• Respect, confidence, admiration, self-
confidence, self worth, self acceptance.

14. Self Actualisation
• Full fill ones potential, develop ones
potential, do what one is best suited to
do, discover truth, create beauty,
produce order, promote justice.