1.3.1 Audience Categorisation

• Media audiences are the individuals or groups who consume and interact with media products
• A young adult male aged 18-25 with a high income might be targeted for a sports car advertisement
• Media producers use audience categorization to identify the most relevant and profitable audience segments
• Arrange the following demographic factors in order of their relevance to audience categorization:

  1️⃣ Age

  2️⃣ Gender

  3️⃣ Income

  4️⃣ Ethnicity

  5️⃣ Education Level
• Tailoring media content to reflect the cultural preferences of a specific ethnic group is an example of demographic targeting.

  True
• Demographic categorisation of media audiences refers to grouping audiences based on objective and measurable characteristics
• Understanding the demographic profile of their target audience allows media producers to create content and marketing strategies that resonate
• Categorizing media audiences helps media producers target their content effectively.

  True
• An environmentally conscious individual might be drawn to content promoting sustainability.


  True
• What type of media content is typically targeted at high-income individuals?

  Luxury goods promotion
• What is an example of targeting media content based on age?

  Children's cartoon
• What are the key factors in psychographic categorisation?

  Interests, lifestyles, values, personality traits
• Adapting media content to cultural norms is an example of geographic categorisation


  True
• Match the audience category with its key factors:

  Demographics ↔️ Age, gender, income, ethnicity

  Psychographics ↔️ Interests, lifestyles, values

  Behavior ↔️ Usage habits, engagement levels
• What is one goal of audience categorization for media producers?

  Identify profitable audience segments
• What type of characteristics is demographic categorisation based on?

  Objective, measurable
• What type of media content might an environmentally conscious individual prefer?

  Eco-friendly media
• Geographic categorisation groups audiences based on their location and geographic characteristics
• Understanding geographic categorisation helps media producers optimize content relevance and accessibility


  True
• Targeting audiences who regularly stream TV shows with online video ads is an example of behavioral categorisation


  True
• Understanding the sociocultural profile of a target audience ensures cultural sensitivity

  True
• What is the focus of cultural values in advertising targeted at Latino communities?

  Family values
• What does the Uses and Gratifications Theory propose about audiences?

  They actively choose media
• What is the purpose of categorizing media audiences?

  Target content effectively
• Steps in audience categorization for media producers

  1️⃣ Analyze demographics

  2️⃣ Study psychographics

  3️⃣ Examine behavior patterns

  4️⃣ Identify profitable segments

  5️⃣ Develop tailored content
• Demographic categorization groups audiences based on subjective opinions and beliefs.

  False
• Targeting a children's cartoon to a young audience aged 6-12 is an example of using the demographic factor of age
• What is the basis of psychographic categorization of media audiences?

  Interests, lifestyles, values
• Why is audience categorization crucial for media producers?

  To understand their target audience
• What are three benefits of effective audience categorization for media producers?

  Maximize engagement, increase viewership, generate higher revenues
• What is the primary focus of geographic categorization of media audiences?

  Location and geographic characteristics
• What is the basis of behavioral categorization of media audiences?

  Usage habits and engagement levels
• What geographic factor is considered when producing content for urban vs rural audiences?

  Urban vs Rural
• Understanding the geographic profile of a target audience can increase the relevance and accessibility of media content.


  True
• Highly engaged viewers represent a behavioral factor related to engagement levels.


  True
• Steps media producers take after analyzing behavioral data

  1️⃣ Identify engaged audience segments

  2️⃣ Optimize content distribution

  3️⃣ Personalize media experience
• Sociocultural categorization considers shared cultural and social values
• Understanding the sociocultural profile of a target audience ensures cultural sensitivity
• The Uses and Gratifications Theory suggests audiences actively choose media to satisfy their needs and desires
• Match the audience category with its key factor:

  Demographics ↔️ Age, gender, income

  Psychographics ↔️ Interests, lifestyles, values