Audience profiling
- 1. Audience Profiling Target audiences VAL types Young and Rubicam Mosaic types Behaviour of our target audience Certification What Marketing would engage our target audience?
- 2. Primary Audience C – Income bracket, B-C2 R – White A – 15-24 G – Female S – Heterosexual Target Audience Secondary Audience C – Income bracket, B-C1 R – White A – 25-35 G – Male S – Heterosexual Why did we choose this? As our production has a female teenage protagonist, our primary audience is aimed at mass market of 15-24 mainly female teenagers or young adults. We have chosen an income bracket of B-C2 as most teenagers and young adults are not earning a huge amount of money. We also wanted our primary audience to be slightly mature but not in class A, so B-C2 fitted perfectly. However our secondary audience is aimed at a more sophisticated niche audience, which is why we have decided to use income bracket B. As this audience is more sophisticated, our message about mental health issues will be noticed by them.
- 3. VAL types Experiencer – Since experiences are fox thinkers they would fit well with our target audience as the majority of teenagers and young adults are fox thinkers, they also like to experience new things so they would enjoy the thrill of a new production. As our primary purpose is to entertain our audience, experiences would enjoy the thrill of something new and to be entertained. Thinker – Thinkers are more sophisticated, hedgehog thinkers so they would be attracted to and enjoy the more complex side of the narrative. Inovator – If an inovator is seen watching our production it automatically promotes it as many people look up to these people.
- 4. Young and Rubicam Explorer – We have chosen explorers as they love to experience everything and discover new things. They are normally young adults but can also be teenagers, fitting our target audience.
- 5. Mosaic types Urban intelligence - Our target audience is the mass market and the majority of them are students. Stereotypically, the urban intelligence category likes and often uses the internet and therefore we can advertise on the internet as well as on TV which increases popularity via below the line marketing..
- 6. Behaviour of the audience Our primary audience is the mass market.
- 7. Certification Our genre is a psychological horror, so there will be death, disturbing moments and maybe a light amount of gore. Putting all of these things into consideration, our production would fit a rating of 15 the best. This also links well with our target audience of 15-24 as it allows the whole mass market to go and watch it.
- 8. Marketing As the bulk of our target audience are digital natives, Web 2.0 would be a good way to attract them as it uses social media to advertise. For our more sophisticated audience we could put an advert in a newspaper as it is free and a good way to spread the word. Since our company is independent we would have to use below the line marketing as it is free and we have a low budget. We would not vertically or horizontally integrate and would have to find another company to either produce or distribute our final production.