– Social class: Of all class – Middle and upper, but targeted mainly at middle
– Income: Stable/ upper amounts – they’re a premium price so are targeted at more stable and higher amounts of income of people
– Education: A above average education. A good understanding of the human body and what certain protein products do for you and your training
– Target consumer: Adults who are aiming to become more physically fit, as well as being targeted at body builders and people who also aim to gain and produce muscle mass and/or burn fat
QUALITATIVE:
– The aspirer: Motivated by esteem and status, they want to be viewed and watched by others through their hard work in training. The training creates esteem for the user.
– The succeeder: They are motivated by control, control in their lifestyle and health. They possess high self-confidence and a heavy goal-orientation.
Quantitative – Number based approach eg. counting sales, audience stats…
Qualitive – an individual interpretative approach considering why audiences consume or engage.
For example:
Quantitative: The product is targeted at men around the age of 25 and upwards who belong to any demographic classification above the established middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.
Qualitative: generates an aspirational audience who are driven by others perception of them.
This is due to Georgio Armani being an expensive, high end brand
Quantitative: Product is targeted to females around the age of 14 and upwards who tend to be new affluent workers or from the technical middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.
Qualitative: Generates mainstream audiences who prioritise basic needs over the desire for luxury.
This is because Maybelline is an affordable drug store brand
In terms of my Product: Jewellery
Quantitative: product aimed at women, possibly men as well, around the age of 20 and upwards. Consumer mostly comes from the upper and middle classes. Members who do not fit this criteria may also purchase the fragrance however is not as common.
Qualitative: Generates an aspirational audience who tend to be materialistic when it comes to balancing basic needs and the desire for luxury.
This is because my jewellery will be of a high quality and therefore will be more expensive than average high street prices (however also wont be as expensive as high end brands such as Gucci and LV)
This theory recognises the decision making processes of the audience themselves, rather than being influenced by opinion leaders or the source itself. Essentially, individuals sought out particular pleasures, uses and gratifications from individual media texts, which can be categorised as:
information / education
empathy and identity
social interaction
entertainment
escapism
Georgio Armani Aftershave
Tiffiny & Co Ring
My product – Jewellery
Understanding Self
Helps you discover your perfect scent
This ring will make you want to get married
Helps you discover the styles of jewellery you like and/or suit
Enjoyment
You will smell nicer to you and others around you
If you buy this ring for you life you will have a better marriage
Can mix and match different necklaces to create different looks
Escapism
you will have a better, more secure life
Knowledge about the world
Self confidence and self esteem
You will feel more confident around women
This ring will make you look like marriage-material
Jewellery will make you feel more confident and put together
Strengthen connections with family and/or friends
Buying this will make you more attractive to women
When bought as an engagement ring, strengthens relationship with fiancé
Can be given as a gift which will strengthen relationships between friends and family
Working class/ Young workers/ Students (C2/C1 Social Grade)
Mid range income (Those who can afford mid-range priced products from high street stores)
Ages: 14-35
Young women, such as the woman represented on the advertisement
Good education
The Mainstreamer
The Reformer
Research Product 2 : Vogue Lipstick
Middle class/ Young workers (AB Social Grade)
Mid/High range income (Vogue is a high-end income magazine which promotes high end products)
Ages: 25-40
Young women, LGBTQ+ Individuals, anyone who wears makeup
Good educational background
The Aspirer
The Succeeder
Advertisement Product : Vaseline
Working class/ Young workers/ Students (C1/C2 Social Grade)
Mid range income (Those who can afford mid-range priced products from high street stores)
Ages 14-35
Young women who would normally buy lip balm products such as Vaseline. In this case, with the use of the pride campaign and support of the community, LGBTQ+ individuals who have struggled with their identity and see themselves represented through this product
This theory was followed up by Paul Lazarfeld in 1948 who recognised that this simple, linear model does not sufficiently represent the relationship between the message sent and the message received. As such, he developed the Two Step Flow Model of Communication which highlighted the idea that media messages are not always just directly ‘injected’ into an audience but also filtered through influential opinion leaders who interpret a message and first and then relay them back to the mass audiences.
