TARGET AUDIENCE

TARGET AUDIENCE

the type of consumer you're aiming your product at whilst taking into consideration their demographics. 

key terms

• demographics - what you use to categorise your target audience

e.g. age, gender, race, ethnicity, social class

examples: 

Barbie dolls, aimed at young children (female) 5-10 years, middle class, could be seen as stereotypically targeting British/American white people as they seem to appear the most in advertisements. Now due to the introduction of other ethnic barbies, the ethnicity is targeted for all. 

Gillette razors, targeted at adult males of all ethnicities. ages 14+ (post-adolescence due to their use) no specific social class highlighted due to the reasonable pricing.

• mass vs niche - mass is a wide, mainstream targeted audience e.g. coca cola, ketchup, f.r.i.e.n.d.s, the sun, capital radio station  

niche is a specific, small and tailored targeted audience e.g. narcos, arsenal tv, horror stations, top gear magazine, BBC 4, capital xtra

• psychographics - categorises groups of people based on their personalities 

• NRS social grade - how they group target audience based on class 

examples:

With Gillette razors, primarily they would target C1, C2 on the NRS scale. This is for mainly skilled/unskilled workers. 

Primary target audience: main target audience, most income from this audience

Secondary target audience: Second group of people the product could be aimed at. Who it could target additionally, makes a source of profit but doesn't make as much money as the secondary target audience.

Tertiary target audience: Anybody who has an interest or hobby in that product.

ITV 12:30 'Loose Women'

Age: 35-45 (primarily)

46-65 (secondary)

any other (tertiary

Gender: females (primarily)

males (secondary)

other (tertiary)

Ethnicity/race:

White/British (primarily)

other (secondary/tertiary)

Social class:

C2-C1-B (primarily)

D,E (secondary)

other (tertiary)

Psychographic:

mainstreamers (primarily)

reformers (secondary)

creating a website for your own target audience 

Product: makeup brush cleaner

Age group: 14+ (14-25 primarily) post-adolescence 

(26-40 secondary)

Gender: Female (primarily)

Male or other (secondary)

Ethnicity/Race: British/American (primarily) white/black/other

European/all (secondary)

Social class: C2/C1/B/ (primary)

A (secondary)

D/E (tertiary) relatively cheap product

Psychographic: Mainstreamers/Reformers (primarily)

Explorers/Aspirerers (secondary)

Strugglers (tertiary)

Website mainly looking to appeal at young women who share an interest for makeup. Simple writing styles, themes and fonts and the main focus of the website is the product. Many images and videos showing how to use the product and attracting the consumers. This product can be seen as part of the niche market due to it being used for specific interests such as people who enjoy makeup.