Target Audience

We define our target audience by using GRASS
-Gender
-Race
-Age(usually an ange range eg 16-25 year olds)
-Soci- economic status

Socio- economic status is essentially which class you belong to depending upon your job/occupation.

The groups are as follows:
A) Upper Class eg business professionals (own their own business)
B) Middle Class eg middle management (runs business)
C1) Lower Middle Class eg Trades and supervisory jobs ( supervise office)
C2) Skilled Working class eg blue collar workers ( tele sales/call centre)
D) Lower Working Class eg manual workers ( shop floor)
E) Subsidence eg pensioners/unemployed( students)

Our target audience for the the teaser trailer is 16-25, both male and female. When looking at the socio-economic status, i think the audience watching out film will be mostly lower and middle class.

Audiences have certain needs which need to be fulfilled. Adverts aim to appeal to the audiences emotions and psychological needs. Later on we will look at Maslows Hierarchy of needs which looks at audience segmentation. I am now going to look at Young and Rubicam's Cross- Cultural Customer Characteristics. There are four categories of audience based upon these aspirations:

1. Mainstreamers- 40% of the market, this is the largest section of the market. This group seek security in conformity and this tends to lead to buy well known brands.

2. Aspirers- These people are motivated by status. They buy smart, high tech and high fashion goods.

3. Succeeders- These people have already climbed the ladder and want to keep control of what the have. Car adverts that emphasize power and control are aimed at this group.

4. Reformers- this group want the world to be a better place. Educated people such as teachers and doctors who apparently are more likely to buy eco- friendly and health products.

The lifestyle group we would chose for our audience would be URP ( unemployed Rejected person).

Sarah