Target Audience

Target Audience is a specific group of people within the target market at which a product or the marketing message of a product is aimed at. Also it is a group of people with a certain age group, gender, marital status and social class. For example males are more likely to go to watch thrillers than females and the ages tends to be 15-45. As well varies between the social class structure (A-E) as some thrillers may appeal to a specific class.

Psychographics

Psychographics are divided into groups based on personality, values, attitudes, interests and lifestyles. Also it is the study and grouping of people according to their approach and tastes, especially for market research.

Lifestyle

Description of occupation

Example A- higher managerial, administrative or professional Company director

B- intermediate managerial, administrative or professional Middle manager

C1- supervisory, clerical, junior administrative or professional Bank clerk

C2- skilled manual workersPlumber

D- semi- and unskilled manual workers Labourer

E- state pensioners with no other income, widows, casual and lowest grade earners Unemployed

Social Class

LIFE STYLEPsychographic segmentation groups customers according to their lifestyle. It includes variables such as activities, for example playing sport or studying. As well there is the interests and opinions of people that will effect the target audience depending on whether the like a certain genre of film. Also attitudes and values of people are taken into account when targeting a specific target audience because it will indicate what type of psychograph they are.

Media consumptionMedia consumption is what people in General read, listen and watch. It includes activities such as interacting with new media. For example Television, radio, magazines and internet. Also consumer behaviour affects Media Consumption because it is the study of individuals, groups, or organisations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs. As well the impacts that these processes have on the consumer and society. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer.

RESEARCH

OUR TARGET AUDIENCE

Our target audience will have less younger viewers as our crime thriller highlights issues of violence and so therefore is a more mature topic. Instead our audience will consist mostly of 15-24 year olds who enjoy the fast paced action packed crime thriller. Also the main primary target audience would be men, as they are the most likely to go and watch thrillers. Therefore our secondary would be women because even though they do not watch as many thrillers as men to the same percentage, they still watch films of the same genre as our film opening and they still contribute to the percentage that our film should target. Also as a result of our research we have opted to target our opening sequence at the higher classes whom like the escape of their everyday life and as well the different psychographs of people we intend to target include, mainstreamers who want a film to watch and enjoy, explorers who like new challenges and adventures, which they find electrifying. As well one if the main people our film will be aimed at are reformers as they can link and relate to the main protagonists being criminals. For example, the pressures of everyday life.