Target Audience

Planning: Target Audience

Before commencing with my production of two TV Adverts, a TV Sponsorship and Radio Advert, it is vital that I identify my key target audience. If I am able to do this, I will be aware of their specific interests and expectations so that I can make present my advertisements in a relatable way. My target audience will make up a large amount of those who consume my advertisement and contribute to its success. It is important to take my target audience into consideration as it needs to grab their attention and appeal to them. Through both primary and secondary research, such as my questionnaire or interest searching, I have gathered information about my target audience. This has allowed me to find out more about their interests and expectations that I can implement and present to them in my advertisements. It has allowed me to prepare myself and also identify the key conventions that should stand out in my advertisements so that they will respond to it. 

Demographic Profiling (Age, Gender, Ethnicity)

Following the responses from my questionnaire and analysing the different responses, I have concluded a target audience with specific demographics. My brand product that is the football boots will mainly appeal to men aged between 16-21. This is because although women also play football, there is more men that are stereotypically interested in purchasing football boots. The target age was identified as these are the ages where aspiring footballers will often be training to work towards their goal. Despite this, women and other people with different ages can be appealed by the advertisements. They do not have to play professional football to purchase the football boots. As well as this, my target audience will be of any ethnicity because a sport does not have any restrictions. Anyone can play football and anyone can purchase football boots. The realistic form that I will be implementing in my advertisements will appeal to my target audience as they will feel that they can follow a similar path in football. My narrative will follow the rise in form of a football player who acquires the brand football boots and this will invite my target audience to go ahead and do the same. The characters in my advertisements will all be men, which also shows why other men will perhaps be more interested. I will use a variety of ethnicities in my characters, where my main character will be black. This will hopefully invite audiences of all ethnicities and communicate that to purchase football boots, ethnicity does not matter. In my second TV Advert, there will a 'street' theme that will be emphasised by the location of a football cage. This may appeal to a target audience of young people who relate to this sort of environment. I have chosen to do this to invite all audiences to purchase the football boots and show that football can be played anywhere as long as you have the brand product. Ultimately, my advertisements will be targeted at a mass audience, however my target audience will be most liable to respond actively or passively because they will be the most interested.

Psychographic Profiling

I have also identified the psychographics of my target audience which will benefit me in better understanding what they are like. I will be able to find out what their different interests are. My target audience will mainly fall under 'Aspirers' because of the way the football boots will promise to improve them. It will be the latest sportswear brand and one of the most popular football boots that players will want to purchase to absorb different ideologies of the product. Other audiences with different psychographics can also be appealed to the football boots because anyone can play football. Anyone from 'Mainstreamers' to 'Individualists' can purchase the football boots to play the simple game so this shows how the advertisements will ultimately appeal to a mass audience.

Socio-Economic Model (Income Bracket/Status)

As previously explained in my research, audiences will fall under categories depending on their income and class status. Following my research, I have concluded that my target audience will mainly consist of students, unemployed people or casual workers in category 'E'. This is because the concept of the advertisements relates to young people as identified via the demographics. Thus, young people will most likely be found in this category. Upcoming football players will also be in education and classed as students. There can also be unemployed people or casual workers who still aspire to become a professional footballer and the adverts will appeal to them. The narrative will involve young characters as well that my audience will be able to relate to and identify with. However, other audiences from other categories can also be interested in the brand product. Audiences who simply enjoy football as a hobby will want to acquire the latest football boots. Despite it being unlikely that someone from category 'A' will be interested, they may still enjoy football and will need football boots to play the game. Therefore, when they go to purchase football boots, they will be made of aware of my brand product because of the advertisements. 

Audience Reactions

Audience engagement will be a key reaction from my target audience. This is because they will either respond passively or actively to it which will determine the success of my product. Barthes' semiotics theory can be linked to this audience reactions as there will be key signs that will allow them to engage with the audience. For instance, the different iconography such as the football will indicate that it is a football based advert which will take them closer to the football boots.

Conclusion

In conclusion, I have identified my target audience for my football boots advertisements to a suitable extent. The brand product will most likely appeal to men aged between 16-21 due to the narrative of both TV Adverts that shows the rise of a young player. Audiences who aspire to play professional football will be inspired by the narrative and be appealed to the brand product. This target audience will also most likely be 'Aspirers' and will fall under category 'E' of unemployed people or students. Despite identifying my key target audience, this does not restrict other audiences from being appealed to the advertisements. Many people enjoy playing football and need football boots to do this so they will also be interested.