1. FACULTY OF CREATIVE, CULTURAL & ACADEMIC STUDIES
vocational
BTEC National Diploma in Media
Advertising pt 2 – week 31
Defining a target audience
Unit 5.1 – Be able to correctly identify an audience using systems of
clarification – Understand how media producers think about their audience
Things to be aware of;
1. Potential size of an audience. Are they are specific group? How would
you classify them? Are there people from minority backgrounds? Do
they share similar tastes? Do they live in similar areas? How would you
reach them?
2. Social profile or demographics (social class, gender, age) Who is most
interesting to advertisers and why?
How is this information gathered? – Quantitative research using online and
telephone market based market research agencies. – Industry players such
as BARB (Broadcasters Audience Research Board) – Questionnaires using
quantitative methods…
Advantages/Disadvantages with quantitative – Good for accuracy and
reaching a wide range of respondents… Bad as do not allow for non-predicted
answers or for other mitigating factors. E.G if results show 29% of males
under 20 like watching rugby, it may not show whether this is a result of peer
pressure, gender pressure, there is a history of rugby within that family etc…
TASKS
1. Gather information or use that which you did previously (in assigned
groups) you must build an audience profile for your advertising product.
You must include a summary of the above that means more than just
copying the above but actually researching more. You summary
should discuss what is the best system to be used for different
research tasks and should include other examples which can be
compared and contrasted with your own

2. 2. From listing the adverts which appear in different programs and/or
looking at adverts in print products see if you can identify the target
audience. You should list any patterns you see (age, class etc),
describe how you think different organizations may have gone about
collecting the info and discriminate between which may be better.
Provide copies of your researched ads in your book and refer to them
continuously