Target audience 2017

1. Importance of MediaImportance of Media
AudiencesAudiences

2. Relationship between
Audience and Media Product
• A media audience is the group of people
who purchase a media product and
remember that an album or a music video
is a PRODUCT.
• They are important because without an
audience a media product would not sell
and so would not make money

3. • Music Producer and Record labels are
interested in the TYPE of audience
that a band attracts. This information
is called the DEMOGRAPHICS of an
audience.
• Music is a highly fragmented audience
• Who would listen to….

4. Demographic Audience Profiling
Using demographic profiling an audience can be broken into different
categories.
A Higher management, bankers, lawyers, doctors
and other professionals
B Middle management, teachers, creative and
media people, small business owners
C 1 Office supervisors, junior managers, nurses,
specialist clerical staff (white collar)
C 2 Skilled manual workers, plumbers, builders
(blue collar)
D Semi-skilled and unskilled manual workers
E Unemployed, students, pensioners, casual
workers
Demographic profiling is a traditional method of
profiling the audience and often uses very clear ways
of measuring e.g. income, age, gender etc.

5. • Music producers gather lots of information
on their audiences so they can try and
package bands/singer to fit with the
potential audiecne to place marketing in the
right areas
• What sort of information do you think
Music Produccer and Record Labels would
like to know about their audiences?

6. Remember this????

7. These people respond to advertising
which emphasises quirkiness or
individuality. The enigmatic
Guinness commercials target these
people.
At 40% of the market this is the largest
segment of consumers. This group seek
security un conformity and tend to buy
well-established brands such as Heinz
Baked Beans or Kellogg’s Cornflakes.
Match the aspiration
These are people who have
climbed the ladder and now
want to keep control of what
they have. Car advertisements
which emphasise power and
control are aimed at this group.
This group want to make the world a better
place. They tend to be educated
professionals such as teachers,
doctors etc. These people buy eco-
friendly products and healthy foods.
Although this is a relatively small group
of consumers they have an influential
voice with manufacturers.
This group’s motivation is status and they tend to
buy smart high-tech and high-fashion goods
which will help give them a higher status image.
Louis Vuitton have targeted this market.

8. These people respond to advertising
which emphasises quirkiness or
individuality. The enigmatic
Guinness commercials target these
people.
At 40% of the market this is the largest
segment of consumers. This group seek
security un conformity and tend to buy
well-established brands such as Heinz
Baked Beans or Kellogg’s Cornflakes.
Match the aspiration
These are people who have
climbed the ladder and now
want to keep control of what
they have. Car advertisements
which emphasise power and
control are aimed at this group.
This group want to make the world a better
place. They tend to be educated
professionals such as teachers,
doctors etc. These people buy eco-
friendly products and healthy foods.
Although this is a relatively small group
of consumers they have an influential
voice with manufacturers.
This group’s motivation is status and they tend to
buy smart high-tech and high-fashion goods
which will help give them a higher status image.
Louis Vuitton have targeted this market.

9. Young & Rubicam’s 4Cs model (Cross Cultural Consumer
Characterization model)

10. Activity
• Find out about UK Tribes
• Create a visual Demographic and
Psychographic profile of your Target
audience – use a scrapbook tool
• Use band website pages to find out about
their current audience
• Includes lots of visuals and some text
• Include details like:
– What they are, what they are interested in,
media usage, age, sex, spending power etc
You have one week!