Name: Drew Cairns

Worksheet 4 – Target Audiences

Recap Questions:

Question 1 – What are the four different analysis tools we have looked at so far?
1 SWOT
2 Blue sky thinking
3 Mind map
4 Mood board

Question 2 – What does SWOT stand for?

S Strength
W Weakness
O Opportunity
T Threat

Question 3 – Pick one of the tools from Question 1 and explain how/why it could be used in
the pre-production stage for a digital media product.
Analysis Tool Mood board
It can help generate ideas along with pictures so it can help
Use
visually see the idea come to life.

Task 1: Explain what is meant by the term demographic [1]

Definition
Demographic Particular section of the population based on a specific factor or a combination
of factors.

Task 2: There are many demographic issues to consider when identifying target audiences.
Provide full definitions including an example for each of the following [8]
Factor Explanation
Gender Gender means that if somebody identifies as a certain gender then that
could influence what tv shows or films are target towards them because
that is what is assumed to appeal to them.
Age This depends on the rating an age group that the show is aimed at. For
example, pepper pig is aimed at younger children and other shows would be
aimed at older.
Socio-Economic Depending which class the show is aimed at whether it be lower, middle or
upper and also how much an individual earns meaning how much
disposable income they have.
Psychographic This is psychological things that may effect what somebody is interested like
there lifestyle, opinion etc.
Sexuality This can also effect a media product and can also effect the imagery and
language used in the product.
Ethnicity This means that factors such as culture, heritage, race etc all have o be
considered when creating a new product. Failure to do this could lead to
offence being caused by one group to another.
Name: Drew Cairns

Geo-Demographic This is a factor based on the geographic location of the target audience but
can also include nationality or religion, could affect a style of product and
the language used within it.
Mainstream vs. This relates to the purpose of a product and who it is aimed at. For example,
Niche if a product is mainstream it is targeted a larger audience and would appeal
to many people. However if a product is niche it means that it is aimed at a
small target audience.

Task 3: Choose any 4 of the demographic factors listed above and see if you can find examples of
digital media products that clearly show a consideration for that particular factor. An example has
been provided for you (include images where possible).

Factor Product Explanation

Mainstream vs. Avengers Infinity War Film vs. Avengers Infinity War is a film that
Niche Trout and Salmon Magazine capitalises on the surge in popularity of
superhero films over that past decade.
Whereas Trout and Salmon Magazine is
aimed at a small specific group of people
interested in Game Fishing.

Friday night dinner vs blue Friday night dinner is a series based on a

story white family who all live together this
Ethnicity may appeal to white families more over
black because it would be more similar to
their lifestyle. However blue story may
appeal to black families as it is based on
black people and is about a black family
and friendship group.
Mickey mouse vs chucky Mickey mouse is aimed at children ages
0-5 and Is educational and suitable for
Age younger children because it has things
that interest them. However chucky
which is aimed at 15+ would not be
suitable for younger children but would
appeal to older children as it is a horror
film.
Gossip girl vs fast and furious Gossip girl is mostly aimed at girls and
appeals to girls as the storyline is a
romance so this means that most of the
Gender people watching would be girls. However
fast and furious would be mostly aimed
at boys because it is about cars and sport
which is what most boys find interesting.
Name: Drew Cairns

Dynasty is about people with wealth and

Social status Dynasty vs lots of money having problems between
themselves. This may attract people with
a higher social status to watch it.
However shameless which is about
people who live on a council estate and
do not have a lot of money which means
it would attract more people of a lower
class because that audience can relate to
it.

Task 4: Re-read the Welsh Mocha Client brief and see if you can identify and explain three different
target audience considerations [6]
1. THE CLIENT BRIEF STATES THAT THE COMPANY IS TARGETTED TO BOTH MALES AND FEMALES
MEANING THAT COLOURS AND DESIGN IDEAS WOULD HAVE TO BE GENDER NEUTRAL AND
SUITABLE FOR BOTH GENDERS.
2. IT ALSO STATES THAT THE TARGET AUDIENCE IS FROM LATE TEENS TO ADULTS IN THERE 40’S
WHICH MEANS WHEN MAKIUNG DESIGNS AND OTHER THINGS WE MAKE IT SUITABLE FOR THAT
AGE CATEGORY AND NOT YOUNG CHILDREN.
3. ANOTHER TARGET AUDIENCE WOULD BE PEOPLE WITH A HIGH DISPOSABLE INCOME WHO
LIKE TO RELAX MEANING THAT MY COMPANY WOULD HAVE TO BE RELAXING AND CALMING
RATHE RTHAN BRIGHT VIBRANT COLOURS.