IGCSE
M E D I A
When profiling audiences there are three main criteria. Demographics, Geodemographics and Psychographics. Each one helps organize various attributes into groups, providing film-makers and marketers is general an easy way to identify the audiences they want their product to appeal to most.
Demographics is a criteria that accounts for all quantifiable characteristics of a population. This includes age, race, gender and social class.
When establishing the age group of your audience, it is important to be very precise with the range you mean to target. It is not acceptable (in film and media) for you to give a vague number like 16+, you must provide a precise range like ages ’18 to 35’. This will help you stay focused on your goal audience and stop you from getting too distracted. Its always better not to give yourself a very wide or unclear range.
Targeting your product at particular races can also make your work more focused. If you do plan on targeting specific races, it is best to identify your target audience before you produce your piece in order to prevent any confusion and miscommunication. Race can be a sensitive matter and it is something all should be careful with.
In the past, gender consisted of two groups: male and female. But now, a gender spectrum is necessary and better received. There are lots of genders and if you plan on targeting a particular gender, it is always useful to plot down specifics. When writing up surveys for primary research, I suggest providing four options: Male, Female, Transgender and Other which should come with a text box to elaborate.
Social class is hard to classify. Fortunately, a standard index has already been created for you. In this index, the social classes are split up into 6 sections.
Social class is hard to classify. Fortunately, a standard index has already been created for you. In this index, the social classes are split up into 6 sections.
Maslin, R. (1970, January 01). Social Class Demographic Table. Retrieved March 15, 2018, from http://rosiemaslin11.blogspot.hk/2014/11/social-class-demographic-table.html
When identifying your audience, decide on a range or a specific class to target.
Geo-demographics allows us to identify our audience on the grounds of location. This could be decided based on where your product will be released or the on a specific quality of the product.
Psycho-graphics is a method used to categorize people based on their personality. The psycho-graphics table consists of 7 general personalities that will allow you to identify your target audience: The Mainstream, The Aspirer, The Reformer, The Explorer, The Succeeder, The Struggler and The Resigned. When establishing your audience, it is okay to choose more than one psycho-graphic depending on the range in which you want your product to appeal to.
Marketing by Psychographics | AWeber Email Marketing. (2016, February 23). Retrieved March 16, 2018, from https://blog.aweber.com/email-marketing/are-you-marketing-by-psychographics.htm
Where does it all come in?
When doing audience research, It is always best to identify your audience early on in your pre-production. I tend to decide on a specific product idea first, and then conduct audience research to better refine it. Often, audience research is also done in post-production to make sure that it doesn’t fail. They usually do this by exposing a specific group (focus group) to the product and recording their reactions and thoughts on it. This allows for the producer to further improve the product.
The Market is where the money is made. And if the money isn’t made, it’ll get harder and harder for you to keep doing what you love, so as mundane and pointless as the economics of it all is, it is very important that you familiarize yourself with the trade.
There is lots of competition in the film and media business. People are always producing new content, original or not and trying new ways to attract more audiences. Financially, the goal of any product is to increase its profits, market share and sales volume by shifting the price, product promotion and place up and down. When researching competition, it is key to identify any similar products on the market and one up them in your price and promotion.
Market Saturation is when a product or a type of product has already reached a certain point in it’s distribution where it can no longer grow. It is no longer unique and original, and the market is over flowing with similar products. This is important to look at before releasing the product.
A Market Trend is when the financial market starts to move in a specific direction. This can happen when a certain product or type of product gains popularity, slowly becoming mainstream. It is important to look at what’s popular and to know what audiences are enjoying in your particular time period since these trends can change very quickly. If audiences don’t seem to be very interested in the type or genre of your product then consider amending your idea.
Advertising is essentially getting the word out. Letting the public know of your product. When you advertise, it is best you specifically do it with the intention of attracting your established target audience. When you advertise you must convince all the consumers to buy it, and advertising can come in various forms. Tv Adverts, Trailers, Posters, Banner, Product Placement etc.
Financial Research refers to the task of finding and analysing the financial viability, stability and profitability of the product or business.
Personnel Research is the process of finding and analysing facts governing personnel problems and the ways in which they can be solved.
Best Mobile App Awards Blog. (n.d.). Retrieved March 17, 2018, from https://bestmobileappawards.com/blog/are-mobile-app-markets-too-saturated-with-apps
4 Simple Rules For Using Emojis In Your Marketing. (n.d.). Retrieved March 17, 2018, from https://www.wpromote.com/blog/4-simple-rules-using-emojis-marketing/