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A Target Audience is the intended audience of a source of media (eg: message, advertisement) The predetermined target market whose viewing is the purpose of your publicization.
Examples:
Stranger Things: dual, adolescent and 80's nostalgia, C2, D, E
Shang-Chi: Action enjoyer, younger audiences
Snapchat: adolescents and those whom want to socialize with new people
It's important to consider who is viewing your product, consider:
- Age
- Sex
- Occupation
- Education
They categorize occupation groups into alphabetical order, A being typically 'skillful' in comparison to E.
Occupation groups:
A - Lawyers, doctors, scientists and well-payed, high income professionals
B - teachers, middle-management, fairly well payed professionals
C1 - junior management, bank clerks, nurses, 'white collar professions'
C2 - electrician, plumbers, carpenter, 'blue collared professions'
D - manual workers, drivers, postal workers
E - students, unemployed, pensioners
According to YouGov, as of 2024, Spotify is superior in the market to other music platforms. Popularity and fame are both significantly higher.
Using demographics such as age, sex and occupation doesn't always give the most accurate results as it doesn't fit traditional categories. a better way to measure audiences is using a psychometric audience profile which defines an audience by their way of thinking and their values, attitudes and lifestyles (VALs).
The Aspirer wants status brands which show their place in society, they would typically wear more expensive brands such as Gucci and they'd drive a good car, not best of line.
The Explorer wants to discover new things, they are attracted to new brands, no interest in brands value.
The Mainstreamer likes tried and trusted brands, they are interested for value for money and typically like to think they are part of a larger group of like-minded people. They make up of 40% of the population and priorities security over risk.
The Reformer is a person interested in change, they don't have many material positions and don't feel the need to conform to materialistic standards. They are interested in goodness for themselves and for the world.
The Resigned are predominantly older individuals who have built up their attitudes over time and believe in traditions that have come to trust and invest safely. Seeking survival.
The Struggler believes they need to get through the day and don't aspire to grow. They seek escape.
The Succeeder has high social status and are in control of their lives with nothing to prove. They typically use the best of the line as they worked for it and deserve it.
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