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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.
