Classifying audience
Mainstream- The ideas, attitudes, or activities that are shared by most people and regarded as normal or conventional OR An audience that consumes a product that appeals to a wide range of age groups and cultures.
Niche- A small select group of people that have a unique interest OR The audience of a specialist interest media product that may only appeal to a small number of people or those that fall within specific demographic profile (for example, ethnicity or age).
What is an audience?
An individual or collective group of people who read or consume any media text.
Why are audiences important?
Without audiences there would be no media. Media organisations produce media texts to make profit- no audience= no profit. The mass media is becoming more competitive than ever to attract more and more audiences in different ways and stay profitable.
Impact of new technology on audiences
Old media which used to have high audience numbers must now work harder to maintain audience numbers. Digital technology has also led to an increasing uncertainty over how we define audience, with the general agreement that a large group of people reading the same thing at the same time is outdated and that audiences are fragmented.
Fragmented audiences
The division of audiences into smaller groups due to the variety of media outlets. The aim is to hit as many people as possible/ sell more copies/ generate a larger audience. But measuring that audience becomes hard.
How do institutions continue to make money?
- Free apps always have adverts, unless you pay to remove them.
- Websites and search engines work hard to target you with ads whilst you consume ' free online' versions of your media product
- These adverts are carefully constructed and selected for the primary audience for each text
- With newspapers, printing less copies and switching to online distribution can reduce production cost
Mainstream
NICHE
Demographics- Measurable characteristics of media consumers such as age, gender, race, education and income level.
Psychographics- Psychographic segmentation divides the market into groups based on social class, lifestyle and personality characteristics.
Family Fortune- E
Golf magazine- A
Business section of newspaper- B
http://image.slidesharecdn.com/demographicsandpsychographics-131122150256-phpapp01/95/demographics-and-psychographics-8-638.jpg?cb=1385132778
Need to add a product for each media demographic group and a psychographics table.
ReplyDeleteYou are missing work from Section 2. Please look at the list below of tasks that you need to complete - also look on insight for any powerpoints to help.
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Traditional methods of advertising, with examples
Contemporary methods of advertising, with examples
Example of a marketing/advertising strategy for a real film involving both methods
Evaluate different methods – You were provided with examples and then had to evaluate them yourself
Introduction to distribution, traditional
Looking at contemporary Distribution
Technological convergence and its impact, evaluating how they think the same film would be marketed in the present day. For example, social media, range of devices for the audience to see the marketing campaign etc. Example: wiseGEEK (http://www.wisegeek.org/what-is-technological-convergence.htm) explains what technological convergence is and the effects on hardware, internet and the advantages and criticisms.