Media Framework : Audience

In todays lesson, we learnt how to advertise to your audience. First we learnt the definition of an audience. An audience can be defined as anyone who consumes a piece of media. Next we learnt about the phrase Demographic Profiling.

Demographic profiling - The way of categorising the population by age/money/occupation. We can split this into 6 sub parts:

• A- Higher management, Bankers, Lawyers, Doctors etc. 
• B- Middle management, Teaches, 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

Each of these subsections of demographic profiling have many medias fall under them. Here is an example for each:
A - The Financial Times

B - Mac Book advert

C1 - BBC Radio 2

C2 - EastEnders, The Sun

D - Big Brother, I'm A Celebrity

E - Daytime TV (Jeremy Kyle)

Psychographic Profiling is a different way categorising the population.

Psychographic Profiling is the way of categorising the population by personality. We can also split this demographic into 6 sub parts:

• Aspirers - Seek 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.
• Resigned - Seeks survival. Rigid and authorisation values. Interested in past and tradition. Typically older people
• Explorers - Seeks discovery. Energy, individualism and experience. Values difference and adventure. Typically a younger demographic (students)
• Strugglers - Seeks escape. Alienated and disorganised. Few resources beyond 
• Reformers - Seeks enlightenment. Freedom of restrictions and personal growth. Social awareness and independent judgement. Anti-materialistic but aware of good taste.