Learning Objective

• To understand the difference between a demographic and psychographic audience

profile.

Target/Primary Audience

• Age Range?

Target/Primary Audience

• Gender?

Target/Primary Audience

• Class (Upper, Middle, Lower)?

Target/Primary Audience

• Ethnicity?

Target/Primary Audience

• Religion?

Target/Primary Audience

• Hobbies?/Media they enjoy?

Demographic Profile:

• Audiences can be classified into groups using data about the following:

• This data is used by media producers to help influence future productions.

Producers must know…

who’sthe

audience?

A: High Upper Class:B: Upper Class:

C1: Upper Middle Class:C2: Lower Middle Class: D: Upper Lower Class:.

E: Lower Class:

Demographics: Class Categories

C1

A

B or C1

C2

E

D

Definitions of socio-economic groups:

• AB: Professional, business, white collar. (educated workers)

• C1: High Skilled Manuel

• C2: Lower Skilled Manuel

• DE: Semi and unskilled manuel.

What does psychographic mean?

• Psychographics is a system of measuring consumers belief’s, opinions and interests.

• It’s like demographics but instead of counting age, gender, race etc. it gathers psychological information (religious beliefs, music tastes,

personality traits, values, attitudes).

Demographic/Psychology

Psychology = the study of the human mind, of thinking / behaviour…

Demographics = the study of different groups within human society.

Which one are you?• A study conducted several years ago, Youth Facts, claimed to be not just

statistics about kids spending power but an aid to help advertisers understand their rapidly maturing personalities and behavior.

• \

• They identified six distinct types of young people, or profiles, based on response to 48 attitude statements. This is an extract from the profile

description.

Class Vote• Free-Spirits:

• Nesters:

• Fun seekers:

• Leaders:

• Followers:

• Armchair Rebels:

For each of the categories – ADD.

• How does each group get and listen to music?

Emulators – 13-21

Emulators Emulators = the teenage psychographic - 13 / 21… they’re identity seekers, keen to follow new trends, open to new commodities. Impressionable they like to fit in with their peer group. They’re energetic, spontaneous – possibly a bit unsure of themselves. To emulate means to copy – advertisers exploit this group’s desire to fit in, to be ‘cool’, be ‘trendy’, their willingness to try new things, to buy the latest trainers, soft-drink, mobile phone.

15 % population Smaller disposable income but eager to spend it.

Task

• On a PowerPoint choose a music artist/band….

1) Write a demographic profile for the artists primary audience.

2) (Extension – write a demographic profile for the secondary audience)

3) Who are the psychographics (use the hand-outs to help + notes to decide)?