Audience profiling methods
Advertisers of film trailers define their target audience
carefully as they can establish and identify the right ideologies to make their
target audience desire their product as they have an idea where they can concentrate
on the advertisement of their film.
Demographic profiling is the most simplest method of
identifying the target audience which this method collates an audience and
categorises them into age, class, economic status (working class, middle class,
and upper class), geographical area, gender and religion and beliefs. This method
surmises everyone in broad groups that has the same attitudes.
Psychographic profiling is categorising audiences in terms
of motivation and needs instead of simplistic demographic factors in order to
move away from very broad groups of audiences that are difficult to
target. This method allows the audience
to be targeted through their needs and wants. The advertisers of film trailers aim to link
the film’s ideologies to the consumer which as a result generates a better bond
and empathy between the product’s band and the audience. The audience possesses
an emotional attachment/loyalty with the product’s brand which is creating importance
for advertisers of film trailers as they have a wide range of undifferentiated
products.
Another method of profiling audiences is cross-cultural
consumer characteristics which groups the audience in terms of aspirations that
are personal to the individual and does not profile the audience by simplistic
demographics but in profiles them in terms of needs and desires.
There are five groups that comes under the category of this
profiling method of cross-cultural consumer characteristics which are aspirer,
individual, mainstreamers, reformers, and succeeders
Aspirers seek to improve themselves which they often define
themselves by the status of brand names which they consume, which they absorb
the ideologies of the product they have consumed as their own ideologies as
consumers believe that their own status is established by their consumption of
products.
The individual has an understanding of media and expects
high production of advertisement and purchases and consumes the image of the
product but not the product itself.
Mainstreamers are usually concerned with security and
stability which they often buy popular brands and consume mainstream texts.
Reformers are idealists who consume environmentally friendly
products actively and purchase and consume brands that have a positive image in
terms of supporting the environment in a positive manner (buying products that
establish this responsible and caring ideology).
Succeeders are a group of people that internally feel in
control and are secure of themselves. They are usually in situations where they
have control, dominance, and power. Succeeders buy and consume products (brands)
that reinforce and reflect their control, power and dominance.
Another audience profiling method is lifestyle marketing,
which organisations of media occasionally nickname themselves as it makes it
easy to identify their target audience. The
latest analysis done by these media organisations is done by using the LifeMatrix
(psychographic market research tool). The LifeMatrix identifies ten categories which
are centered around attitudes, beliefs and values.
These categories are dynamic duos – good work ethic,
hard-driving, high-involvement couples, free birds – active altruistic seniors,
fun- active young people, aspirational, fun seeking, home soldiers- family orientated,
home-centric, and materially ambitious , priority parents- activities, family
values, strongly dominate in terms of media, renaissance women- active, affluent,
caring and influential mums, rugged traditionalists- love of outdoors and
traditional male values, settled elders- are devout, older and have sedentary
lifestyles. Tribe wired- creative young singles, digital and free spirited.
The purpose of audience profiling is use to profile an
audience in as much detail, to create a certain ideology for the product,
relating to the attitudes directly and beliefs and values of that target
audience.
