Part A: How do Producers Target Audiences
11. What is
an audience? A person or group of people who will read, listen or watch
something you have produced /created.
22. Why are audiences important? Audiences
are important because without audiences, no media work would be created. Media
organisations produce media products to help make a profit. No audience = no
profit. The mass media is becoming more competitive than ever to attract more
and more audiences in a variety of ways and to stay profitable.
33. What is the impact of new technology on
audiences? The impact of new technology has made a massive impact on
audiences. Old media such as TV, Print and Radio, used to have high audience
readership/listenership. To an extent, they’re still fairly popular today but
they now have to work harder to maintain audience numbers. New technology like
tablets, Ipads, smart phones etc which allows audiences to download apps such
as BBC Iplayer and instead of watching a programme at its correct scheduled
time on TV, they can instead watch it at any time they wish to.
44. Explain a ‘Fragmented Audience’ The
division of audiences into smaller groups due to the variety of media outlets.
For example with newspapers and magazines, you now view a hard copy and an online
version. Or people can watch the same television program despite living in
completely different areas of the country, like people in New York and Alaska
can watch the same television channel. But because of this, it makes
advertising more difficult because they’re unable to advertise local
products/companies etc.
55. How do institutions continue to make money?
They continue to make money for numerous reasons. Free apps always have
adverts and although they’re considered to be “free”, you often have to pay if
you want the advertisements to be removed.
Websites and search engines target audiences with adverts. They’re
carefully constructed and selected for the primary audience for each media
text. With newspapers, printing less copies and switching to online
distribution has helped to reduce production/printing costs.
66. Types of audience:
o
Mass –
A public communication reaching a large target audience
o
Niche-
A small, select group of people that have a very
unique interest
77. Why do we categorise audiences? Audiences
can be divided into categories based upon on social class. Sites are designed
by people, for people. If a site is intended for or targeted to a particular
type of user, than and the appeal and functionality of the site so that the
user’s needs and desires are met.
88. What
are Demographics? Demographics are the
studies
of a population based upon factors such as age, race, sex, economic status,
level of education, income level and employment etc. This is the NRS Social
Grade, which shows classification of income level:
9. What are Psychographics? Psychographics are the use of demographics which help to describe an audience by looking at their behaviour and personality traits. Psychographics labels a particular type of person and makes an assessment about their viewing and spending habits. The advertising agency Young and Rubican invented a successful psychographic profile. They put the audience into groups with labels that suggest their position in society. Here is the psychographic profile:
10. What is
Quantitative audience research? Use of research method such as constructing
and conducting surveys; usually expressed in numeric or statistic data. E.g. It
may be used to gather information about what laws are working and why.
11. What is
Qualitative audience research? Deep understanding and in depth knowledge of
a particular event or piece of research; usually presented in a diary or log of
data and as reviews. E.g. it could be used to monitor behaviour which produces
notes and observations.
12. How do we measure
audiences? Depending on what type of media production work it is, there is
a variety of ways we can measure audiences through radio listenership,
television viewership, newspaper and magazine readership, web traffic on
websites etc.
13.Who are?:
o
NRS –
National Readership Survey
o
ABC –
Audit Bureau of Circulations (UK)
o
BARB
– Broadcasters Audience Research Board
14. What is
audience profiling? Gathering research of your target audience. Factors
include age, gender, race and sexuality, education, occupation, annual income,
likes/interests etc.
My Audience
Profile:
o Name:
Isabelle Pollock
o Gender:
Female
o Age:
18
o Race:
White British
o Education:
St Pauls Schools For Girls, South and
City College
o Occupation:
Unemployed
o Marital
Status: Single
o Likes:
Listening to different genres of music,
singing, playing piano, 1950s/60s fashion, cinema, musical theatre, playing
sports
o Dislikes:
Spiders, clowns, smoking, horror films,
reality TV programmes
A shy and confident person with strong goals in life, is socially
aware and likes to make decisions often by her own independent judgement. She
is a fairly organised person and likes to get tasks completed to the best
standard she can. She likes to explore and try out new experiences, that pushes
her beyond her usual boundaries, helping her to develop her confidence.
15. Why do companies
need to know this profile information? Companies need to know this
information, not only to suit their consumers needs but in terms of advertising
slots for TV or cinema adverts etc, they have to make sure they have the
correct information to help grab the attention of their specific target audience.
For example, if a 15 rated film wanted to be advertised on a particular
channel, then from researching and doing an audience profile, they would found
out what the best time slot is and when they’re target audience is most likely
to watch TV, ideally this would be after the 9pm watershed.
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