PSYCHOGRAPHIC & DEMOGRAPHIC

AUDIENCESJESSICA GRAY

PSYCHOGRAPHICS• SCALE USES CATEGORIES OF PERSONALITIES AND PUTS

PEOPLE INTO CATEGORIES REGARDING THEIR PERSONALITY AND LIFESTYLE.

Resigned Seeks survival. Rigid and authoritarian values. Interested in the past and traditions. Typically older people.

Aspirers Seeks Status. Materialistic, acquisitive, orientated to image and appearance, persona and fashion. Typically younger people.

Succeeders Seek control. Strong goals, confidence, work ethic and organisation. Typically higher management and professionals.

Explorers Seeks discovery. Energy, individualism and experience. Values difference and adventure. Typically a younger demographic.

Strugglers Seeks escape. Alienated and disorganised. Few resources beyond physical skills. Buys alcohol, junk food and lottery tickets.

ReformersSeeks enlightenment. Freedom of restrictions and personal growth. Social

awareness and independent judgement. Anti-materialistic but aware of good taste.

OUR PSYCHOGRAPHICOUR PSYCHOGRAPHIC WILL BE AIMED TOWARDS THE

ASPIRERS AND EXPLORERS. THIS IS BECAUSE THEY ARE A GENERALLY YOUNG TARGET AUDIENCE, WHICH WILL BE

WELL SUITED TO THE GENRE OF OUR MUSIC VIDEO, AS IT IS A POP SONG, WHICH IS TYPICALLY AIMED TOWARDS THE

18-25 RANGE.

DEMOGRAPHICS• DEMOGRAPHIC INFORMATION IS USED IN MEDIA MARKETING TO CLASSIFY AN AUDIENCE INTO AGE,

GENDER, RACE AND OTHER CATEGORIES. DEMOGRAPHICS ARE BROKEN INTO BANDS DEPENDING ON PEOPLE’S JOB

OR STATUS.

A Higher management, bankers, lawyers, doctors, etc.

B Middle management, teachers, creative and media people (graphic designers).

C1 Office supervisors, junior managers, nurses, specialist clerical staff, white collar jobs.

C2 Skilled manual workers, plumbers, builders, blue collar jobs.

D Semi-skilled and unskilled manual workers.

E Unemployed, students, pensioners, casual workers.

OUR DEMOGRAPHICOUR DEMOGRAPHIC WILL BE MAINLY AIMED AT THE B AND

C1 DEMOGRAPHICS, AS WE ARE TRYING TO AIM AT A GENERAL MIDDLE/WORKING CLASS AUDIENCE. OUR MUSIC

VIDEO WILL BE TARGETED AT THOSE WITH A CREATIVE SIDE. HOWEVER, WE WILL ALSO BE TARGETING YOUNG

PEOPLE AND STUDENTS, PERHAPS THOSE WITH ASPIRATIONAL JOBS OF THOSE IN THE B AND C1 BANDS.

HOWEVER, DUE TO BEING IN SUCH A SOCIAL ERA, WE COULD AIM THE MUSIC VIDEO AT ANY MEMBERS OF

EITHER THE PSYCHOGRAPHIC OR DEMOGRAPHIC GROUPS.

ALTHOUGH WE HAVE A SPECIFIC TARGET AUDIENCE, OUR PERIPHERAL AUDIENCE COULD BE ANY MEMBER OF

THE GENERAL POPULATION, AS MEDIA HAS A GLOBAL REACH AND CAN BE VIEWED ONLINE AT ANY TIME BY

ANY ONE, BY THE CLICK OF A BUTTON.