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Core Concept #5Audience
Ms.LeBouthillier
Two ways to look at ourselves as media audiences: As consumers of media products we are:
Target audiences
Active participants in media construction
Target Audiences Who are they trying to reach? If a media product doesn’t reach its
target audience, it will cease being produced
Media delivers audiences to a sponsor It’s a numbers game
Active Audiences Have you ever disagreed with a friend about
the interpretation of a movie or tv show? Are you a fan of a performer or rock band
that many of your peers dislike? Our responses to media are based on
unique elements in our personality and back ground. (gender, age, class, ethnicity, religion, life experiences etc.)
Think backpack activity (WHAT IS YOUR WORLDVIEW? See wiki )
Psychographics Help identify how large groups within the
population will react to a given media message
VALS (values and lifestyle) Developed in the late 70’s. VALS™ evolved
to explain the relationship between psychology and consumer behavior.
Essentially four basic groups of citizens according to VALS Belongers Emulators, Emulator-Achievers Societally Conscious Achievers Need-Directed
Belonger 1 in 3 Typical traditionalist Cautious and conforming Believes in God, country, and family Strong community consciousness Arch enemy is change Consumer profile: drives a dodge or
Ford, drinks Coke, Pepsi or Budweiser, eats McD’s and love Jell-O
Emulators Not set in their ways Small but impressionable group of young
people in desperate search of an identity and a place in the adult working world.
Represent 15% of the population Will do anything to fit in Lack self confidence and discouraged by
future prospects Compensate for this pessimism with
unabashed personal hedonism Confused and vulnerable Purchase products from advertisers who
offer solutions to their post adolescent dilemmas (prey on their insecurities)
Emulator-Achievers Materialists, who are already successful Own a Mercedes or Lexus Most comfortable with high end brand name
products (Tiffany, Gucci, latest high tech toys)
20% of population and in a funk Believed the sky was the limit, today
frustrated, bit cheated, stuck just below the top rung of the economic ladder
¾ fear they won’t attain their fiscal goals Cheered up with commercials that
transform everyday items into things of accomplishment, success, and taste. Buy and you will appear…
Societally Conscious Achievers
Care more about inner peace and environmental safety then financial success and elegant surroundings
Person, not professional, fulfillment matters most to these individualists
20% of population Are experimental as long as it fits into
their belief system (acupuncture to Zen) Shop often by mail, choosing LL Bean
over Gucci, drive smaller foreign cars, lighter wines, wholesome foods, use refillable water bottles etc.
Need-Directed Are survivors, struggling to sustain
themselves on low incomes 15%, at least ,of population Are not consumers in the true sense To busy to worry about image they
present or the type of beer they drink Rarely have the time to go out to eat;
just struggling to survive.
Activity 1: Assignment 1: VALS You will check out an article online Todays’ VALS are different (revised in
the early 1990’s) . Read about each type today and complete the assignment.
Notes for next time: