This document discusses psychographic and demographic audiences. It defines psychographics as categorizing personalities and lifestyle traits. The document identifies six common psychographic categories - Resigned, Aspirers, Succeeders, Explorers, Strugglers, and Reformers. It states the music video's target psychographic audience will be Aspirers and Explorers, who are typically younger. Demographics categorize by age, gender, race, and job/status. It outlines five common demographic bands from A to E. The target demographic for the video is bands B and C1, which represent middle-class working professionals and younger people aspiring to those careers.

1. PSYCHOGRAPHIC &
DEMOGRAPHIC
AUDIENCES
JESSICA GRAY

2. PSYCHOGRAPHICS
• SCALE USES CATEGORIES OF PERSONALITIES AND PUTS
PEOPLE INTO CATEGORIES REGARDING THEIR
PERSONALITY AND LIFESTYLE.
Resigned
Seeks survival. Rigid and authoritarian values. Interested in the past and traditions.
Typically older people.
Aspirers
Seeks 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.
Explorers
Seeks discovery. Energy, individualism and experience. Values difference and
adventure. Typically a younger demographic.
Strugglers
Seeks escape. Alienated and disorganised. Few resources beyond physical skills.
Buys alcohol, junk food and lottery tickets.
Reformers
Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness
and independent judgement. Anti-materialistic but aware of good taste.

3. OUR PSYCHOGRAPHIC
OUR PSYCHOGRAPHIC WILL BE AIMED TOWARDS THE
ASPIRERS AND EXPLORERS. THIS IS BECAUSE THEY ARE A
GENERALLY YOUNG TARGET AUDIENCE, WHICH WILL BE
WELL SUITED TO THE GENRE OF OUR MUSIC VIDEO, AS IT IS
A POP SONG, WHICH IS TYPICALLY AIMED TOWARDS THE 18-
25 RANGE.

4. DEMOGRAPHICS
• DEMOGRAPHIC INFORMATION IS USED IN MEDIA
MARKETING TO CLASSIFY AN AUDIENCE INTO AGE,
GENDER, RACE AND OTHER CATEGORIES. DEMOGRAPHICS
ARE BROKEN INTO BANDS DEPENDING ON PEOPLE’S JOB
OR STATUS.
A Higher management, bankers, lawyers, doctors, etc.
B
Middle management, teachers, creative and media people (graphic
designers).
C1
Office supervisors, junior managers, nurses, specialist clerical staff,
white collar jobs.
C2 Skilled manual workers, plumbers, builders, blue collar jobs.
D Semi-skilled and unskilled manual workers.
E Unemployed, students, pensioners, casual workers.

5. OUR DEMOGRAPHIC
OUR DEMOGRAPHIC WILL BE MAINLY AIMED AT THE B AND
C1 DEMOGRAPHICS, AS WE ARE TRYING TO AIM AT A
GENERAL MIDDLE/WORKING CLASS AUDIENCE. OUR MUSIC
VIDEO WILL BE TARGETED AT THOSE WITH A CREATIVE
SIDE. HOWEVER, WE WILL ALSO BE TARGETING YOUNG
PEOPLE AND STUDENTS, PERHAPS THOSE WITH
ASPIRATIONAL JOBS OF THOSE IN THE B AND C1 BANDS.

6. HOWEVER, DUE TO BEING IN SUCH A SOCIAL ERA, WE
COULD AIM THE MUSIC VIDEO AT ANY MEMBERS OF
EITHER THE PSYCHOGRAPHIC OR DEMOGRAPHIC
GROUPS.
ALTHOUGH WE HAVE A SPECIFIC TARGET AUDIENCE,
OUR PERIPHERAL AUDIENCE COULD BE ANY MEMBER OF
THE GENERAL POPULATION, AS MEDIA HAS A GLOBAL
REACH AND CAN BE VIEWED ONLINE AT ANY TIME BY
ANY ONE, BY THE CLICK OF A BUTTON.