Applied audience theory

Applied Audience theory

Can I Identify how game marketing is used to target specific audiences?

For the game advert in front of you:

Identify the target audience in 50 words.

Apply the AIDA theory.Attention / Interest/ Desire /Act

Starter:

• Genre ?

Define the Audience for the new conglomerate recruitment Video

What pleasure / benefit is being offered in the video?

• Team (join us)- chance to be part of something• Belonging• Rebellion• Violence / let off steam / catharsis• Defending your land against the enemy

(patriotism)• Achievement• Masculinity• Power

Define the Audience for the Terrans recruitmement Video

http://www.youtube.com/watch?v=CHN9CdBqSYM

What pleasure / benefit is being offered in the video?

Audience theories so far:

• Uses and Gratifications

Game campaigns

• How else can Video game companies market their products?

Some facts

• Promotion and Marketing doesn’t work unless it prompts audience action in some way

• Knowing what action is required is important:• Are the materials raising awareness?• Are the materials intended to create positive brand associations?• Are the materials working to persuade the audience to buy the product?

• Promotional materials should make it wasy as possible for the audience to act!

EntertainmentInformation

Social interaction Personal Identity