AUDIENCE

A target audience is a group of people in which a product or service is aimed at. In marketing and advertising this is referred to as a target market as companies and businesses aim to find strategies to sell their product or convey their service. Defining a target market is the first stage in marketing as it is what makes the product successfully publicised. Through the psychographic segmentation table and the demographic table, businesses are able to define its target market effectively by applying codes and conventions which will achieve desired results.

When a media business is defining an audience there are some factors they must consider before referring to it as a 'target audience':

• Age
• Gender
• Race
• Sexuality
• Occupation
• Religion

The demographic table is used in marketing to classify an audience into age, class and occupation. Demographics are divided into six bands; A, B, C1, C2, D and E, which consumers fit into according to their job and status in which media companies follow and refer to ensuring that the product/service appeals to the right consumer. 

Advantages of the demographic table:

• Categorisation is easy as it is simple and the groups are distinctively different

Disadvantages of the demographic table:

• Classes overlap therefore some fit into more than one category

The psychographic segmentation table is divided into seven groups in which they are divided into groups based on their lifestyle and personality characteristics.

Advantages of the psychographic table:

• More variety within groups with more description

Disadvantages of the psychographic table:

• Personalities of individuals may overlap over sections

This One Direction perfume advert is aimed at an audience who is lower in the demographic table therefore in groups C2, D and E. The reason for this is because the perfume has a young target audience therefore financially less stable. Also, as it is a celebrity perfume, upper classes and higher occupations will prefer to go for a branded perfume, this was evident in my primary research results, an older audience chose expensive well known brands. The psychographic for this advert is aspirers and mainstreamers as the target audience is young and seeking security through the celebrity endorsement.

TV SPONSORSHIP RESEARCH & PLANNING

RESEARCH FOR TV SPONSORSHIP:

TV sponsorship's range in varies of ways for example on air through a single programme or strand to a long term integrated partnership with content from well known brands. The aim of TV sponsorship is to engage the consumers either through product placement, televised events, competitions and promos. Their popularity and perceived values can rub off on the consumers by promoting messages that are associated with the programme that the sponsorship is sponsoring. TV sponsorship's do not only sponsor programmes but sometimes whole channels. 

Love Island which was a summer TV series on ITV was sponsored by Superdrug. The message that the TV sponsorship was conveying was based around the products that the Islanders within the programme were using as well as the programme. As seen in the first image, a man is looking at the female which reinforces the genre of the series. This sponsorship worked as celebrity endorsement showing the audience that their products are good. Also, as the TV programme had a 2.6 million viewers, Superdrug increased their sells.

This is an example of X-Factors TV sponsorship which shows viewers dancing and enjoying themselves to music, this implies and reinforces what the show is about as it is a talent show. Also, as it a family show, the tv sponsorship uses a diverse audience from different age, gender, class groups.

PLANNING FOR MY TV SPONSORSHIP:

My TV sponsorship will follow similar conventions to the Superdrug sponsorship for Love Island. As seen in my first storyboard, I will have perfumes and mise en scene linked to smells with a blurred couple in the background. The blurred couple represent the conventional perfume advert of love being a theme, and the connotations that if you smell good people fall in love with you. As seen in the second box, I will put emphasis on the products by taking the couple out the shot. In the last shot I will either fade it to black or white and with text coming up on the screen of the productions name. The shots I may use for my tv sponsorship will vary from mid shots and close ups.

The programme which my TV sponsorship will be sponsoring is Love Island on ITV. The reason for this is because Love Island is aimed at a young demographic audience which is the target audience for my perfume. Also, as I will be advertising perfume for her and him, it is all about self appearance therefore attracting the mainstreamers and aspirers who are seeking to better themselves and aspire to be like the islanders on the show. Further to this, the TV sponsorship for Love Island is already beauty based as it is Superdrug, therefore I believe Love Island is most suited to the product I am aiming to advertise.

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RADIO ADVERTS RESEARCH & PLANNING

RESEARCH FOR RADIO ADVERT:

Most commercial radio stations make most of their revenue by selling airtime of promotions and radio advertising. These radio adverts are referred to "spot commercials" which last about a minute. Radio adverts are successful in many ways as it is an intimate way of conveying a message. Many people listen to it alone during their daily activities such as when they are jogging/driving. Through radio advertisement, listeners are able to develop a relationship with their favourite stations by bonding with similarities. Also, each radio station has a different audience demographic, therefore listeners choose what radio station is mostly suited to them and the advertisement that reaches them satisfies their gender, age, and economic status.

Disadvantages of Radio Advertising:

• Radio advertisement cannot be reviewed, once it plays it is gone, therefore if the listener has missed out on some information they cannot go back
• Radio adverts do not have a visual product to show the audience what the product/service is. 
• Listeners may switch radio stations when commercial come on therefore advertisements are not as successful.

Nina Ricci Perfume Radio Advert:

The Nina Ricci radio advert is a 30 sec advertisement which has an diegetic song called "Unforgettable" playing along with non diegetic voice over in which a man with a deep voice talks about the perfume. The language used in the dialogue is specifically used to describe the perfume. The man referring to the smell as "lingering" shows that it is a long lasting smell. Also, the voice over towards the end says "Makes you" and the song lyrics finish it off by saying "unforgettable". 

The covert message behind this radio advert is that once you use this perfume

(Nina Ricci) you become 'unforgettable' because of how good it is. This caters to its female audience by aspiring them and making them believe that they are better once they have it.

PLANNING FOR MY RADIO ADVERT:

Similarly to this, in my radio advert I will make sure to use an instrumental sound in which the dialogue will work well together. The reason for this is because it will activate the listeners sense of smell by allowing them to have a visual imagery of what is being described. The language that I will use in the radio advert will ensure to draw the listeners into what my product is. The script of my voice over will use descriptive language.

QUESTIONNAIRE RESULTS

Questionnaire results from sofiamazmanidou

PRIMARY RESEARCH - QUESTIONNAIRE

Through these 10 questions that I have included in my primary research questionnaire it will be beneficial as it will give me a clear understanding on who my target audience will be. Also, I will be able to identify their psychographics and demographics.

AUDIENCE RECEPTION THEORIES

Audience reception theories from sofiamazmanidou