This document discusses different methods used to define target audiences, including demographic profiling, psychographic profiling, and lifestyle groupings. Demographic profiling divides audiences based on attributes like age, gender, socioeconomic status, etc. Psychographic profiling focuses more on individual personality, emotions, and needs. Advertisers have used systems like Maslow's hierarchy of needs and Young and Rubicam's four C's (Mainstreamers, Aspirers, Succeeders, Reformers) to segment audiences based on their motivations and goals. Defining target audiences allows media producers to tailor their messages more effectively.

1. Who is the audience? Demographic and Psychographic Profiling

3. Ien Ang said that media producers see the audience as a mass not an individual

4. However - in the 1980’s local radio presenters were encouraged to have an imaginary person ‘Doreen’ who was their typical listener.

5. Presenters were told her age, likes and dislikes her habits, home and husband. That she was educated but didn’t necessarily understand long words.

9. Music Videos Task In small groups outline the target audience for each video using demographic profiling (demographics)

10. Music Video Examples Taylor Swift – Love Story Bruno Mars- Lazy Song Justin Bieber- Baby Snoop Dogg – Drop it like its Hot

12. Psychographic profiling focuses on the individual – it assumes audience members are complex.

14. Defining audiences by their needs American psychologist Abraham Maslow created the ‘Hierarchy of Needs’

16. Maslow claimed that we all have different layers of needs.

17. and we need to satisfy one before we can move onto the next

19. Advertising Examples Hovis Advert Chanel advert Next advert Burger King advert

20. Young and Rubicam’s Cross- Cultural Characteristics Young and Rubicam are a New York advertising agency andthey did something new … they defined their audience by their personal aims/ goals . What motivates them.

22. Advertising Task: Task: in small groups analyse the following magazine adverts and decide which audience category ( from the 4 C’s idea) that they are aimed at.

27. Niche Consumer Markets/ Lifestyle groupings Consumers/audiences were categorised further still in the 1990’s: See pack – which are your favourites?