The document discusses audience profiling and psychographic segmentation. It describes 7 common psychographic segments: Mainstreamers, Aspirers, Succeeders, Resigned, Explorers, Strugglers, and Reformers. It also defines primary and secondary research as well as quantitative and qualitative research methods. The document provides examples of analyzing movie trailers and posters to understand how they target different audiences.

1. Audience Profiling.
 Gender
 Age
 Socio-economicstatus
 Psychographics
 Geodemographic
 Sexual orientation
 Regional identity
 Ethnicity
Psychographics is the study and classification of people according to their attitudes,
aspirations and other psychological criteria.
Mainstreamers – Seek security. Tend to be domestic, conformist, conventional, sentimental
and favour value for money family brands. The largest group.
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 organization. Typically,
higher management and professionals.
Resigned – Seeks survival. Rigid and authoritarian values. Interested in past and tradition.
Typically, older people.
Explorers – Seeks discovery. Energy, individualismand experience. Values difference and
adventure. Typically, a younger demographic (students).
Strugglers – Seeks escape. Alienated and disorganized. Few resources beyond physical skills.
Buys alcohol, junk food, lottery tickets. Typically, lower demographics.
Reformers – Seeks enlightenment. Freedom of restrictions and personal growth. Social
awareness and independent judgement, Anti-materialistic but aware of good taste.
Primary research is research that is conducted by you and only you. All research that is
conducted is original and up to date. Doing things like questionnaires and focus groups can
be classed as primary research.
Secondary research is research that has already been done by another person. You can find
secondary research in places such as books and the Internet.
Quantitative research is used to quantify the problem by way of generating numerical data
or data that can be transformed into useable statistics. Quantitative data collection
methods include various forms of surveys – online surveys, paper surveys, mobile surveys
and kiosk surveys, face-to-face interviews, telephone interviews and online polls.
Qualitative research is primarily exploratory research. It is used to gain an understanding of
underlying reasons, opinions and motivations. Qualitative data collection methods vary
using unstructured or semi-structured techniques.

2. Bridget Jones’s Baby Trailer Analysis.
https://www.youtube.com/watch?v=mJsvmscPY9w
When watching the trailer for Bridget Jones’s Baby you can
automatically see that it is going to be a light-hearted, romantic
film. The use of bright colours and the high key lighting are some
of the genre conventions that anchor the audience to this movie.
The audience is anchored by this. The trailer also makes it easy
for you to understand what the film is about. Renee Zellweger is
narrating in the trailer and she gives you just enough information
to understand what the plot is but not enough to give the whole
storyline away. I think this is a really strong factor in how the
producers have advertised this movie.
The producers have tried to add in a few comedic lines in the
trailer so that you are more attracted to wanting to watch the
movie. I think the producers have done a really good job at
picking out some of the most important scenes from the movie
to make the audience want to go and watch it.
A lot of upbeat music has been added into the trailer so that the audience knows that it isn’t
going to be a serious action movie. This somehow allows the audience to expect a lot of
comedy and a lot of romance.
You can see that there is some conflict between two of the characters, Mark and Jack, as
they both want to be the father to Bridget’s baby. This could send the movie in a completely
different direction as these two characters could try and compete against each other to win
Bridget’s heart.
Nick Lacey defines 5 key areas of genre these are: Narrative, Setting, Characters,
Iconography and Style. He sees these elements as not being fixed, but dynamic and ones
that change over time.
Narrative.
By looking at the trailer you can understand that Bridget has sexual relations with two
different men and eventually falls pregnant, however, she doesn’t know who if the father is
Jack or Mark. She ends up telling both men that she is pregnant and either of them could be
the father, this is when the competition between Jack and Mark comes in. In the trailer you
are shown some important scenes but it never gives a hint of who the actual father is, which
is what makes the audience more attracted to the filmand makes them want to go and
watch it.
Setting.
In the trailer you can see that the movie is set in London. London is a very busy city so there
is a lot going on, which fits in well with the plot for this movie. Scenes are filmed in lots of
different places in London such as: Bridget’s flat, hospital and Bridget’s work place.

3. Characters.
There are three main characters in the trailer, Bridget, Jack and Mark. The actors chosen to
play Jack and Mark are attractive so this would make women in particular want to watch the
film more. Men would find Bridget attractive so this could attract them to watch the movie.
Each character is shown in the trailer to hold some sort of importance whether it be
towards Bridget or for a different reason.
Iconography.
There are iconic things in the trailer that represent love like when Jack brings Bridget the
flowers and the teddy bear. Tower Bridge in London is an iconic location that is used in the
trailer.
Bridget Jones and Blair Witch Poster Analysis.
The first things your eyes are attracted to are the name of the movie
and the name of the main star. This is what sells the movie to the
audience. The writing is in bright and girly colours so you can see that
the movie will probably be a romantic comedy.
The next thing you generally look at is the large picture of the
characters at the bottom of the poster. The mode of address that is
used for Bridget is direct, however the mode of address for her
boyfriends is indirect. This picture also ties in with the tag line as you
can see that she has 2 boyfriends. When you look at Bridget’s face you
can see that she has a look of shock or surprise, this gives you a hint of
what could happen in the film.
The first thing you notice in this poster is the colours. As black and
red is used it shows that the movie is all about death and danger.
The title of the movie is at the bottom of the poster in the middle, it
is written in bold, black writing and has a font that makes it look
scary.
The tag line underneath the title clearly states that it is a horror
movie because they have used the word ‘evil’.
As there is a use of trees in the poster it tells you that the storyline
could be set in the woods. The image that is used almost looks like a
person on a cross.

4. Suicide Squad Poster Analysis.
The first thing you notice when you look at this movie poster is the name of the film. The reason for
this is because the use a range of bright colours within the logo to attract the audience.
The mode of address is different for each of the characters, Harley, Deadshot, Katana, Killer Croc,
Slipknot and Enchantress has a direct mode of address. The Joker, Amanda, Rick, Captain Boomerang
and Diablo have an indirect mode of address.
The names of the actors are at the top of the poster so that the audience can see that some really big
stars are in the movie, this could attract the audience more.
Lots of bright colours are used in the poster which could attract females, however, there are also
different weapons shown in the poster which could attract males.
The tag line shows that the movie could be quite comedic as the film is about villains becoming
heroes.

5. Exit Poll Research.
https://www.surveymonkey.com/analyze/iIgCd8HDeyxQDNqU67m6SPFEASU5
_2BQunrFe2e0RAzFI_3D
For this unit we had to create an Exit Poll on Survey Monkey aboutthe film
Bridget Jones’s baby. We did this becausewe wanted to find out what sortof
marketing techniques companies used when they advertisea film. The
research that we did is known as Primary Research as we have done it
ourselves. Wesent our survey out to different people so we could get their
opinions and use these for our research.
The first question that I asked in the
survey was ‘Whatis your gender?’ 6
of the 7 responders werefemale and
there was 1 male. By looking at this
research you can see that this movie
will attract women more than it
would men. The reasons for this
could be that it is a more romantic
film and females may feel like they
can relate to what is happening.
Most of the people who took my survey
were aged between 16 and 18. Only one
was over 18. This could show that the
movie would attract a younger audience,
whether it be teenagers or young adults,
rather than people of an older age.

6. When asked whatpeople’s favourite
film genre was, there was a variety of
different answers. Themostpopular
genres were: Comedy, Romance and
Thriller.
In this question you can see that people
mainly saw the movie advertised on
billboards, however, somepeople saw it
advertised on TV. The producers may
advertisetheir movies on billboards because a
lot of people are out and about all the time
and they would be able to see the billboards
they go. This may attract an audience to the
film.

7. The most popular answer in this question was
the trailer. This would be a good marketing
technique because the audience is able to
understand the storylinewithout the ending
being revealed. You also get to see who is in the
movie and someof the reviews from private
screenings.
In this question the formof social media that is
used the most is both Twitter and Instagram. As
these are the popular social media sites, it
would be good for film companies to advertise
their movies on them.
In this question everyonewho took the
survey said that they wouldn’tdo anything to
improveit. This shows thateverybody who
watched the film enjoyed it and didn’t think
anything was wrong with it.

8. In this question, everybody who took the
survey only goes to the cinema between 0 and
5 times a month. This could be becausethe
movies that are advertised don’t appeal to
them.
In this question the mostpopular answer
was that the people who took the survey
enjoy going to see their friends. This is a
good thing becauseas they are going out
they will see the advertisements for the
movies.

9. Marketing Techniques Available to Media Producers.
The reason why movie producers use marketing techniques is because it is the best way for
an audience and members of the public to find out about the movie. Also it is a good way
for the movie to earn more money.
The marketing techniques movie producers use are:
- Posters – these will be onbillboardsall aroundthe world.
- Trailers– these will be airedonTV or on the internet.
- Pressconferences –thisiswhere the producersandactors allow journaliststointerview
them.
- Premieres –thisiswhere the first showingof the movie happens,itwill be aworldwide
eventandthere will be redcarpetinterviews.
- Merchandise – thiscan include toysandgameswhichpromote the movie.
- Social Network –trailersandpictureswill be postedaboutthe movie.
Based on my research, the posters were a success because the colours and the quotes that
are used allow you to automatically see what genre the movie is. You are able to pick out
different things that annotate what the movie is about. These posters would have been a
massive factor in the success of the movie because if the audience hadn’t seen them, they
probably would have gone to watch the film.
This also applies to the trailers because aspects of the storyline are included in the trailers
without the whole plot being given away. This is always a good thing because it attracts the
audience as they want to know what is going to happen and how the story will end.
The marketing campaign was a success because the film had really good reviews and Bridget
was said to be “the best Bridget yet”. These marketing techniques are probably the most
important part of releasing a movie as this is what allows the audience to hear about it.