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EMS Creative iMedia Cambridge Nationals
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Target AudienceLesson 2
Drinks PromotionWho do you think this product is aimed at and why?
Lesson Goals
Understand importance of identifying target audience
Know how a target audience can be categorised
Be able to identify requirements of target audience
#target #audience#ethnicity #income
Who is a target audience?Let’s have some ideas...
Target Audience
Your target audience is the person or group of people that the final product will be aimed towards.
It is important to understand the target audience before you can plan a project for them.
Question: Why is it so important to understand our target audience?
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
What do you need to know?Think about your target audience…
Target Audience
You can categorise your audience in the following ways:
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
GenderAge Ethnicity
Income Location
Accessibility
Gender
Gender can be Male or Female and certain things may appeal to each.
Think of the following: What things do men like? What things do women like? What colours would each like? What style or things do they like?
Extension: What things do you think would appeal
equally to males and females?
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
Age
Age could be specific to a certain group or cover a range such as 11 to 16.
Think of the following: How would you plan for children? What will appeal to teenagers? How about adults? What about elderly people?
Extension: What things would appeal equally no
matter what age the audience are?
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
Ethnicity
This is the group that people may belong to because of their background ancestry or the culture they belong to.
Think of the following: How does ethnicity impact on planning? Can we target a particular ethnic group?
Extension What can we do to make sure we don’t
offend any particular group?
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
Income
How much money somebody has from their wages which they may be able to spend on things.
Think of the following: Which people have a high income? Which people have a low income?
Extension How does income affect someone's
ability to buy a product? How would this influence someone
planning a product?
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
Location
This refers to the place where somebody lives or spends most of their time.
Think of the following: What would people from towns like? How about people from the country? What do people who live in a city like?
Extension Is there a difference between the things
people like in the North and South?
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
Accessibility
This category is about making sure a product is planned to be available to as many people as possible.
Think of the following: What kind of disabilities may people have? How would these disabilities affect them?
Extension How can you ensure something you plan is
accessible by all people?
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
Your Task
Explain who a target audience is when planning a product.
List the following categories and explain each in detail: Gender Age Ethnicity Income Location Accessibility
Understand importance of audienceBe able to categorise the audience
#target #audience#ethnicity #income
Key Words
Target Audience
Ethnicity
Income
The person or group of people you are designing a product for.
A group a person may belong to due to their background ancestry.
Money someone will get regularly through their wages or other ways.