AuDiEnCe pRoFiLiNg

Definition of Audience Profiling -

The relationship between text, institution and audience is important simply because media companies do not create a text such as adverts unless a target audience is being aimed at. For example targetting Lynx body spray towards a male audience, so it has to be crafted in a way that would appeal to a male audience. There are ways of profiling audiences, which are done in two basic ways demographic and psychographic profiling.

Demographic profiling:

- Grouping an audience in terms of their age.

- Another way this can be categorised is age, class, gender, geographical area, class, economic status and religion.

- This way can have its downfalls though because it suggests that the people within this categories all have the same beliefs and attitudes.

My demographic profile...

Age - 17 years of age

Gender - Male

Geographical area - London, Greenford

Class - Working/Middle

Religion - Hindu Guju!

The other way of profiling audiences is:

Psychographic Profiling:

- This particular way moves away from the group profiiles and refers to the needs and motivation.

- The emotional equity or loyalty a brand holds today is gaining importance as the market gets cluttered with brands, which are not well differentiated in terms of physical attributes such as different brands of trainers.

Four C's

--- Cross --- Cultural --- Consumer --- Characteristics ---

Mainstreamers - Largest group, where they are concerned with stability and security buying well recongised brands.

Aspirers - They seek to improve themselives. They tend to define themselves by the high status brand names, which they own and consume.

Succeeders - People who feel secure and in control. They are mainly in positions of power, although they may not be. They buy brands which reinforce their feelings of control and power.

Reformers - Actively consumer eco friendly products and buy brands which are environmenally friendly. "Caring and responsible"

Individuals - Highly media literate, expects high production advertising, buys product image, where they require high profile and sophisticated compaigns.

5 brands I consume:

Nike

Colgate

Nando's

Shockwaves Gel

Fast and the Furious

Looking at these 5 brands I consider myself to come under mainstream, but looking at other aspects of the four C's I feel that I am media literate and expects high production of advertising. So it is quite difficult to categories audiences, because they could come into many different options.

LifeStyle Marketing -

Nicknames:

YUPPIES - Young Upwardly Mobile Proffesionals

DINKYS - Double Income No Kids Yet

The uses of audience profiling

The main reasons for audienc profiling is that the consumers elaborate market research to profile an audience in great depth because it helps them to construct a specific ideology and image for a product directly relating to the attitudes, values and beliefs of that target group.