The document discusses target audiences for marketing. It defines target audience as a specific demographic group a product is aimed at, such as by age, gender, class. Psychographics segment audiences by personality, values, interests, lifestyle. Lifestyle factors like activities and attitudes influence what media people consume, such as TV, radio, magazines. The document then provides an example target audience for a crime thriller film. It would target 15-24 year olds, primarily men, and higher social classes who enjoy escape. It would also target psychographic groups like mainstreamers seeking entertainment and reformers who can relate to criminal protagonists.

1. Target Audience

2. Target Audience is a specific group of people within the target market at which a
product or the marketing message of a product is aimed at. Also it is a group of
people with a certain age group, gender, marital status and social class. For
example males are more likely to go to watch thrillers than females and the ages
tends to be 15-45. As well varies between the social class structure (A-E) as
some thrillers may appeal to a specific class.

3. Psychographics
Psychographics are divided into groups based on personality, values, attitudes,
interests and lifestyles. Also it is the study and grouping of people according to
their approach and tastes, especially for market research.
Lifestyle Social Class
Description of occupation
Example A- higher managerial, administrative or professional Company director
B- intermediate managerial, administrative or professional Middle manager
C1- supervisory, clerical, junior administrative or professional Bank clerk
C2- skilled manual workersPlumber
D- semi- and unskilled manual workers Labourer
E- state pensioners with no other income, widows, casual and lowest grade earners Unemployed

4. LIFE STYLE
Psychographic segmentation groups customers according to their lifestyle. It includes variables such
as activities, for example playing sport or studying. As well there is the interests and opinions of people
that will effect the target audience depending on whether the like a certain genre of film. Also attitudes
and values of people are taken into account when targeting a specific target audience because it will
indicate what type of psychograph they are.

5. Media consumption
Media consumption is what people in General read, listen and watch. It includes
activities such as interacting with new media. For example Television, radio,
magazines and internet. Also consumer behaviour affects Media Consumption
because it is the study of individuals, groups, or organisations and the processes they
use to select, secure, and dispose of products, services, experiences, or ideas to
satisfy needs. As well the impacts that these processes have on the consumer and
society. It studies characteristics of individual consumers such as demographics and
behavioural variables in an attempt to understand people’s wants. It also tries to
assess influences on the consumer from groups such as family, friends, reference
groups, and society in general. Customer behaviour study is based on consumer
buying behaviour, with the customer playing the three distinct roles of user, payer and
buyer.

6. RESEARCH

9. OUR TARGET AUDIENCE
Our target audience will have less younger viewers as our crime thriller highlights issues
of violence and so therefore is a more mature topic. Instead our audience will consist
mostly of 15-24 year olds who enjoy the fast paced action packed crime thriller. Also the
main primary target audience would be men, as they are the most likely to go and watch
thrillers. Therefore our secondary would be women because even though they do not
watch as many thrillers as men to the same percentage, they still watch films of the same
genre as our film opening and they still contribute to the percentage that our film should
target. Also as a result of our research we have opted to target our opening sequence at
the higher classes whom like the escape of their everyday life and as well the different
psychographs of people we intend to target include, mainstreamers who want a film to
watch and enjoy, explorers who like new challenges and adventures, which they find
electrifying. As well one if the main people our film will be aimed at are reformers as they
can link and relate to the main protagonists being criminals. For example, the pressures
of everyday life.

10. OUR TARGET AUDIENCE
Our target audience will have less younger viewers as our crime thriller highlights issues
of violence and so therefore is a more mature topic. Instead our audience will consist
mostly of 15-24 year olds who enjoy the fast paced action packed crime thriller. Also the
main primary target audience would be men, as they are the most likely to go and watch
thrillers. Therefore our secondary would be women because even though they do not
watch as many thrillers as men to the same percentage, they still watch films of the same
genre as our film opening and they still contribute to the percentage that our film should
target. Also as a result of our research we have opted to target our opening sequence at
the higher classes whom like the escape of their everyday life and as well the different
psychographs of people we intend to target include, mainstreamers who want a film to
watch and enjoy, explorers who like new challenges and adventures, which they find
electrifying. As well one if the main people our film will be aimed at are reformers as they
can link and relate to the main protagonists being criminals. For example, the pressures
of everyday life.