Media Theory To Present Target Audience

First of all, I need to design my magazine to fit a certain type of target audience. The audience I am going to target my magazine at is the 'individual' as this group responds to advertising and marketing that emphasises quirkiness or individualism. The four catogaries I have decided to use are:


KIPPERS: Kids In Parents' Pockets Eroding Retirement Savings


ROB: Rich Ordinary Briton


SNERT: Snot-Nosed Egostical Rude Teenager


TEPID: Tastes Expensive, Pension Inadequate, Dammit





Demographic and psychographic profiling:



The media industries grew following WW2 and so a need to identify and target different segments of the audience grew in order to market certain products to the 'type' of people that would buy it.



The first type of profiling to develop was demographic which involved grouping the audience into smaller groups based on variables such as ages, gender, geographical area, class, economics, religion, sexuality ect. This method groups people according to the lives they lead or economic status. The socio-economic groups I will be targeting my magazine at are C1 and above which means 'skilled non manual' such as sales assistants ect.



Because not all sales assistants will be the same due to religion, age and not sharing the same interests there is a flaw in demographic profiling which then leads me to looking at psychographic profiling. This type of profiling assumes the audience to be complex and to have certain needs which must be gratified. The psychographic profiling group I will be targeting my magazine at is the 'mainstreamers' - 40% of the market, this is the largest section of the market. This group seeks security in comformity and thus tend to buy well known brand names.



When designing my magazine I also need to think about the buyer's needs



A - attention (awareness): attract the attention of the customer.



I - interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as done in traditional advertising).



D - desire: convince customers that they want and desire the product or service that will satisy their needs.



A - action: lead customers towards taking action and/or purchasing.



S - satisfaction: satisfy the customer so they will become a repeat customer and give referrals to a product.



The magazine needs to meet Maslow's hierachy of needs.