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Audiences

Demographics

We can sell different things to people if we know who they are.

One way to do this is to separate people into demographic groups - that is, by their income and occupation.

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Psychographics

We can further categorize our audience into psychographic groups, separated by how they think.

 

Image credits: Young and Rubicam

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Uses and gratifications

When we learn that our audience is active (the opposite being passive), meaning that they do things for a reason, we have to understand why, so we can target that.

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The four classifications are

  • Diversion - for entertainment

  • Personal relationships - to associate with those who consume the same media

  • Personal identity - to express themselves and who they are

  • Surveillance - for knowledge

END OF USES AND GRATIFICATIONS

GREAT JOB!

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