Psychographic & Demographic Audiences

Transcript

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.