Target Audiences-Lucy Billinghurst

When making a film, target audiences need to be considered. Choosing the correct target audience is key in the success of a film. When advertising a film, the marketers need to know and kind of people the film needs to be directed at.

To find the target audience, need to consider several aspects of all different kinds of people. Ethnicity, gender, class and age all need to be considered.

There are many different social classes, each of them categorised by their occupation. Class A is known as Upper Middle Class. This consists of high managerial, professional and administrative jobs, such as a doctor or solicitor. Class B is Middle Class. These jobs are intermediate managerial, professional and administrative jobs, for example teachers and policemen. Lower middle class is C1, supervisory, clerical and junior managerial such as secretaries or receptionists. Just below this is the social grade C2, the Skilled Working Class. These jobs are lower management, for instance builders and bricklayers. Next is Class D, the unskilled or semi skilled workers. These people could work in shops or factories. Lastly is Class E, which is the Lowest Level of Subsistance. This consists of OAPS, widows, single mums and students. A new class below this has recently emerged. This is what is known as the Underclass, people who do not work and live on the welfare system.

Psychographics also need to be considered. This was first developed by advertisers in the 1970s. This is looking into the values, attitudes and lifestyles (VALS) of different people, putting them into different groups according to their VALS.

Firstly is the Belongers. These people are traditionalists and conforming conservatives. These people seem to worry about the future and are susceptible to advertising of pension plans and insurance.

Secondly is the Emulators, a young impressionable group, described as identity seekers. These people lack self confidence and are vulnerable. Advertisers target them by using their insecurities, giving them role models and the reassurance of social acceptance.

Emulator-Achievers are, like Emulators, young, but are materialists. They favour designer labels and use such possessions to show their success and wealth. They are best characterised as the Yuppies of the Eighties.

Societially-Conscious Achievers are "greying hippies". They are concerned with their personal fulfillment rather than finacial gain. Cynical of advertising.

Lastly is the Need Directed. These people usually earn the minimum wage or are receiving benefits. These people are more concerned on the need to survive rather than buy unecessary products, therefore these people are not important to advertisers.

Many films conform to the dominant ideologies in society. These ideologies are; white, male, Christian, middle class and able bodied. Some films will deviate or even challenge these ideologies.

All of these factors are important when marketing a film, as if it is directed at the right audience then the audience will go and see it.