FEMALE ß ----------COMEDY---------- à MALE
Romance Period Suspense Horror Crime/Thriller Action Sci Fi
(Deborah Sheppard - Marketing Director Paramunt Pictures)
This diagram shows that my film will be slightly more targeted at a male audience rather than female. However, because it is not right at the end of the scale on the male side, it means it will still attract some female viewers.
Physchographics
This ia a way of and audience by looking at their behaviour and personality traits. Physchographics lables a particular type opf person and makes an assessment about their viewing and spending habits.
The advertising agency Young and Rubican invented a successful phychographic profile know as their 4Cs Marketing Model stand Cross Culteral Consumer Characterisation.
They put the audience into groups with labels that suggest their position in society.
So what cattegory do you fall in to?
Mainstreamers - SEEK SECURITY. Tend to be domestic, conformist, conventional, sentimental - favour value for money family brands. Nearly always the largest group.
Aspirers - SEEK STATUS. Materialistic, acquisitive, orientated to image and appearance, personality and fashion. Attractive packaging more important than contents. Typically younger people, clerical and sales jobs.
Suceeders - SEEK CONTROL. Strong goals, confidence, work etchic and organisaton. Supports stability, Brand choice based on self-reward, and quality. Typically higher management and professionals.
Resigned - SEEK SURVIVAL. Rigid and authoritarian values. Interested in the past and tradition. Brand choice stresses safety, familiarity and economy. Typically older people.
Exploreres - SEEK DISCOVERY. Energy, individualism and experience. Values difference and adventure. Brand choice highlights satisfaction and instant effect. The first to try new brands. Younger demographic students.
Strugglers - SEEK ESCAPE. Alienated and disorganised. Few resources beyond physical skills. Brand choice involves impact and sensation. Buys alcohol, junk food, lottery tickets. D and E demographic.
Reformers - SEEK ENLIGHTENMENT. Freedom of restrictions and personal growth. Social awareness and independant judgement. Anti-materialistic but aware of good taste. Has attended higher education and selects products for quality.
Demographics
Acommon and traditional method of audience profiling is know as
demographics. This defines the adult population largely by the work that they do. It breaks the population down into 6 groups, and labels them using a letter code to describe the income and status of the members of each group.
A - Higher management, bankers lawyers, doctors and other professionals.
B - Middle management, teachers, creative and media people e.g graphic designers etc.
C1 - Office supervisors, junior managers, nurses, specialist clerical staff - white collar.
C2 - Skilled manual workers, plumbers, builders - blue collar.
D - Semi-skilled and unskilled manual workers.
E - Unemployed, students, pensioners, casual workers.
