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Understanding audiencesJ201 Introduction to Mass CommunicationDecember 1 - 2017
Professor Hernando [email protected] @uatiff201.journalism.wisc.edu#sjmc201
Understanding audiences
Political audiences
MARKET RESEARCH IN POLITICS
Who are your supporters?
What are they watching?
Who is most likely to turn out for you?
Political audiences
Political audiences
Target marketing
TARGET MARKET
The WHO in ‘who do you want to reach?’
Well, who might you want to reach?
• Loyal devotees of your product• People who have tried your product once but aren’t
regulars • People who have heard of, but never tried, your
product • People who have never heard of your product
TARGET MARKET
Processes of market segmentation
Fragmenting audiences into pieces that have something in common based on:
① Demographics ② Geographics③ Psychographics④ Behaviors
Target marketing
DEMOGRAPHICS
Age Gender Family status (single? married? divorced?)Education Occupation Income Race/ethnicity
Target marketing
GEOGRAPHICS
Country/state/county/city Community size Demographics of region Change dynamics (growth? wealth change?
industries?)
Target marketing
PSYCHOGRAPHICS
Psychological profile of peopleWhat do they value? What are their attitudes toward things? How do they see themselves? How do they want to see themselves?Lifestyle
Target marketing
BEHAVIOR
Including purchasing behaviorsearch behavior (online and offline)browsing behavior (online and offline)
Target marketing
VALS AND PRIZMTools for drawing insights out of
demographics, geographics and psychographics
Development of consumer profilesNecessarily a simplification of complexhuman thought and action; Reductionist, but potentially useful…
Target marketing
VALS Framework
VALS Framework
www.strategicbusinessinsights.com/vals/presurvey.shtml
VALS Framework
PRIZM (Nielsen)
PRIZM
Understanding audiences
WHAT DO PRIZM AND VALS TELL US?
PRIZM: Where is your target market? (Geographically) What do they do/read/watch/think/buy?
VALS: How do your consumers relate to the world? How are they likely to relate to your product? How can you craft your message to reach them?
Questions
See you Monday…
