Target audience

• A particular group at which a product such as film or advertising is aimed.

Most media products are aimed at a specific audience.

‘To market to any given audience effectively, it is essential to become familiar with your target market; their habits, behaviors, likes, and dislikes. Markets differ in size, assortment, geographic scale, locality, types of communities, and in the different types of merchandise sold. Because of the many variations included in a market it is essential, since you cannot accommodate everyone’s preferences, to know exactly who you are marketing to.’

http://en.wikipedia.org/wiki/Target_audience

Different types of marketing

• Mass Marketing (undifferentiated)

• Targeted/Concentrated Marketing

• Niche Marketing

Mass Marketing

Mass marketing is a market coverage strategy in which a firm decides to ignore market segment differences and go after the whole market with one offer. It is type of marketing (or attempting to sell through persuasion) of a product to a wide audience.

Mass marketing / continued

The idea is to broadcast a message that will reach the largest number of people possible. Traditionally mass marketing has focused on radio, television and newspapers as the medium used to reach this broad audience.

Imagine your audience

• A clear idea of your audience will give you guidance as you create your product

• If your audience is your peers, is it all of your peers or just some of them?

Visualise your audience and describe them

• Demographics (Age, gender etc)• Taste• Experience of the medium• Knowledge of the subject matter• Prior expectations/genre

Warm Up Activity

• Do this in silence. It is a quick writing activity to get us thinking about audience.• You will have 60 seconds to write

dot points or a short paragraph response

THINGS TO AVOID

• ‘PEOPLE WHO LIKE ART’ (IE – MOST PEOPLE?)• ‘TEENAGE GIRLS’ (that is a huge audience, be

more specific)• ‘People who want to look at this type of thing’

(too vague!...)

EXAMPLE: WORLD WAR Z

THE AUDIENCE FOR THIS FILM ARE PEOPLE WHO ENJOY BIG-BUDGET SCIENCE FICTION FILMS AND ALSO COMEDY SPOOFS SUCH AS SPACE BALLS OR SCARY MOVIE. THE AUDIENCE HAS A LOT OF PRIOR KNOWLEDGE OF SCIENCE FICTION FILMS SO WILL UNDERSTAND THE JOKES THAT ARE MADE ABOUT OTHER SCI-FI FILMS IN WORLD WAR Z. THE AUDIENCE ARE ALSO FAMILIAR WITH SCI-FI VIDEO GAMES BECAUSE THE FILM WILL REFERENCE THOSE AS WELL. THIS SUGGESTS THAT THE AUDIENCE FOR THIS FILM WILL BE QUITE YOUNG, WITHIN THE 16-30 YEAR OLD DEMOGRAPHIC.

WHO IS YOUR AUDIENCE?

WHAT DO YOU WANT THEM TO THINK

AND FEEL?

HOW DO YOU WANTTO ACHIEVE

THIS?

WHAT PARTS OF YOUR

INTENTIONARE SPECIFIC TO YOUR

MEDIUM (print, photography or film)?

HOW WILL YOURFOLIO CONVEY THIS

INFORMATION?

WELL DONE!