The target audience of a media product is a vital part of the pre-production stage. This is
because with a target audience in mind it will help the production staff with making
decisions on what and how to use specific items and themes. The 3 main parts of a target
“Demographic analysis can cover whole societies or groups defined by criteria such
as education, nationality, religion, and ethnicity.” - https://en.wikipedia.org/wiki/Demographic_analysis
Key aspects of a demographic are: Education, Nationality, religion, and ethnicity. Knowing these of
your key demographic will make it easier to create a product connecting to your primary target
The social grade scores people based on their household income. This can be part of a
demographic however it is more focused on a specific statistic.
“Psychographics is a qualitative methodology used to describe traits of humans on
psychological attributes. Psychographics have been applied to the study of personality,
values, opinions, attitudes, interests, and lifestyles. Because this area of research focuses on
activities, interests, and opinions, psychographic factors are sometimes abbreviated to 'AIO
variables'.” - https://en.wikipedia.org/wiki/Psychographics
2. Our Target Audience
The primary target audience for our media product are pupils in secondary schools and
above (15 years+). This is because this is the age that students might be thinking about
going to college. With is in mind, we are going for a more visual approach as appose to
either speaking/reading in the promo video. While there are parts in the video where it will
require the viewer to read, the majority of the video is showing off the VPA’s facilities such
as Mac room, dance studio, and production room.
As stated above, our age demographic are secondary school students and above. Our
reason for choosing this age group is because it is around the year 10 age where schools will
being taking students to local collages for ‘Open Days’ and the minimum age 14-16 however
because of the geographic location of the college and the locations people are most likely to
come to college from it is more acceptable to start thinking about college around the 15
years of age and over age group. Our educational demographic are people that have GCSEs
from school as most of the courses in the VPA building require students to have 4-5 pass
GCSEs however if a student did not pass maths or English the college does provide these
classes at a GCSE level. When it comes to Nationality and Religion, we are not apposing
either of these, we are marketing the college as a neutral place of tolerance and accepting.
Our secondary target are parents/carers of the students as it may help improve the
reputation of the college in the eyes of them. While ultimately it is not up to the
parents/carers of the students to make this decision, it may help.
For social grade we deem this part unimportant. While we know that the vast majority of
students come from E & D class households, we are not directly targeting these or any other
Since our client (Sunderland College) is a learning centre we think that the mind of our
audience should be one of wanting to learn and succeed. If they aren’t coming to college for
this reason and think its compulsory we do not want to aim our promo at them.