Audience Profile

 The key for marketing success institutions and academies is to develop an understanding of how audiences are constructed. This means the audience is no longer a numerical term but instead a group which can be segmented into different sections. When you break down an audience, you either do it based on their demographic or personality.

 

VALS stands for Values, attitudes beliefs and lifestyles. Its overall purpose is to guide companies in tailoring their products in order to appeal to their target audience. These different categories are used to help predict consumption. For media companies this is helpful in determining and predicting what their audience are in need and demand of. You can also get Teenage VALS, which help an institution catogroise different teenage personalities and split them up: 

(I took these definitions from another source)

}  TRENDIES: they crave the attention and admiration of their peers

}  PURITANS: who wish to feel virtuous

}  INNOVATORS: who wish to make their mark

}  REBELS: who wish to remake the world in their own image

}  GROUPIES: who just want to be accepted

}  DRIFTERS: who are not sure what they want

}  DROP-OUTS: who shun commitment of any kind

}  TRADITIONALISTS: who want things to stay as they are

}  UTOPIANS: who want the world to be a better place

}  CYNICS: who have to have something to complain about

}  COWBOYS: who want easy money

These different labels help to predict consumption for large companies/institutions. 

There is something called the demographic segmentation, which is when the audience is split depending on different social criteria's such as gender, class, race and sexuality.

It has been said that one of the most popular demographic approaches to audience, uses the JICNARS scale.

Jicnar Scale is when you break down audiences based on a certain criteria. The scale is all about embracing stereotypes. The Jignar scale is determined by salary, skill and education it tends to focus on adults only, assuming that most teenagers don’t have jobs therefore they are not significant in the media industry. Understanding the type of job someone has helps as you can make rough assumptions and stereotype of things that person would be into. The scale on the Jignar scale is broken down to help our understanding of how the audience is split for example Miley Cyrus purposefully aged with her audience, her creative marketing team and her were able to do this because they predicted what her audience will want/need.

Unlike the