Audience

Audience

• 1.
  AudienceTexts are constructedto appeal to certain audiences through:Codes and conventionsGenreNarrativeRepresentationTexts try to position the audience – to make them respond in a particular way.
• 2.
  Modes of addressHowdo the visual and technical codes appeal to their target audience?
• 3.
  Categorising AudiencesDemographic data(objective):AgeGenderIncomeEducationFamilyGeographyDemographic data is used to sell advertising space.‘Social Grade’ classification...
• 4.
  ACORN consumer classificationThissystem categorises people by postcode:Wealthy achieversUrban prosperityComfortably offModerate meansHard-pressed.
• 5.
  Psychographics This issubjective, focussing on consumers’ personalities, beliefs and aspirations.It may cut-across demographic groups.The VALs model (values, attitudes and lifestyle) categorises audiences into 8 groups.These are measured in terms of their ideals, achievements and ‘resources’: education, income, intelligence, health, energy & eagerness to purchase.
• 6.
  The Lifestyle groupshierarchyInnovatorsThinkersBelieversAchieversStriversExperiencersMakersSurvivors
• 8.
  The advertisers McCannErickson identified the Polo target market as “empty nesters approaching retirement”. How do you think they define Passat buyers?
• 10.
  The Passat targetaudience was defined as “road warriors – middle-ranking business executives who spend a lot of time driving up and down Britain’s motorways.”
• 11.
  Early adoptersThis audiencesegment buys new innovations in technology when first released.
• 12.
  Teen groupsThe advertisingagency Young and Rubicon have identified 4 attitudinal groups amongst American teenagers:Socially driven (disposable income, brand conscious)Diversely motivated (energetic, adventurous & cultured)Socio-economically introverted (like solitary activities)Sports-oriented (sport and home video).
• 13.
  How would thisinformation help a media institution to:Launch a new teen magazine about film?
• 14.
  Increase sales ofvideo games?Which segment would be most receptive to the above products?Explain why they are the target market.
• 15.
  Identify existing productsthey would be likely to consume.
• 16.
  Identify where youwould advertise your product to reach the chosen segment of the audience.What information about the segment don’t you have that would be helpful? How might you find out the information?
• 17.
  Measuring Media useBARB(Broadcasters’ Audience Research Board) is the organisation responsible for providing the official measurement of UK television audiences.Numbers watchingChannels and programmes watchedWhen watchedBy whom
• 18.
  OfcomOfcom is thecommunications regulatorTo ascertain what they do log on to www.ofcom.org.ukBring findings to next lesson.
• 19.
  Pick and mixmediaThere is a lot of competition for audience attention.Pick’n’mix refers to the audience’s freedom in choosing what type of media to receive and when and where to consume it.
• 20.
  Multi-taskingRead Graeme Wearden’sarticle from ‘The Guardian’ (19.08.10) atwww.guardian.co.uk/media/2010/aug/19/multi-tasking-media-ofcom-study/printSummarise they key findings with reference to audience, range of media and changes in use.Are you a typical member of the 16-24 audience segment described?