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Target Audiences

LO2 - Be able to interpret client requirements and target audience considerations.

Target Audiences (in general)


Age - The age of the target audience is given by the media company as different age ranges have different interests. This therefore means that the media product must be geared towards a specific age Ange such as teenagers or children to make sure it appeals to them. For example, what appeals to people age 40-50 does not appeal to people 13-20. The age for the product will control the complexity of the final product.

Gender - The target audience in terms of gender must be identified as different gender profiles attract different audiences based on stereotypes. For example, young girls stereotypically have interested in pink and princesses so media products contain such things would be targeted towards them. In modern society, gender stereotypes are changing with interests spearing across all genders. The gender group for a media product effects how the product is styled.

Ethnic Groups - The target audience must be identified so that location-specific or cultural-specific problems or needs can be targeted. Brands target different ethnicities depending on the ethnicity percentage within the country. For example, in the UK, as the population of ethnic minorities grows, so does the diversity shown within media products and the media product is targeted more towards ethnic minorities.

Psychographics - Psychographics are similar to demographics except they explain why the products are bought. This is a psychologic factors that effect's a person's opinions, attitudes, interests and lifestyles. These are collected via questionnaire in order to find out thee consumer's opinions. This creates. clear lifelike analysis of the target audience in order to create a specific target audience. Groupings include: resigned, struggler, mainstreamer, aspirer, succeeder, explorer and reformer.

Geodemographics - This is a factor of target audiences based on the location of the audience and how it effects the feelings they have. In media, this effects the style and the language that is used within the production. An example of this is the north-south divide in the UK.

Sexual Orientation - The audiences sexuality can affect the media product as the product is targeted at them. In media, this means there is a different style of language and imagery used within the media product. Media producers make sure that no offence is taken by including every sexuality within the final media product.

Mainstream vs Niche - Mainstream media products are targeted towards a wide range of people by using conventional tastes, ideas and thinking in order to make the final media product appealing to most people. Niche marketed media products are only targeted to a small group of people meaning the product has a very specific style. Producing a product that is niche means it will sell a lot fewer copies meaning they are often marketed as 'exclusive' to increase their desirability.

Socio-Economic - The target audience is classified in terms on income combined with their social class. The higher income means they higher social status someone may have in modern society. Social mobility means that the audience can afford to consume a larger variety and a higher amount of media products. Media products might therefore be targeted towards higher social classes as they can afford to consume more.


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