Audiences key terms

Question 1

What is an audience ?

Answer 1

Any group/individual that consumes a media product

Question 2

Audience consumption

Answer 2

The way an audience uses a media product (attention given to it)

Question 3

Primary consumption

Answer 3

Exclusively focused on one media text

Question 4

Secondary consumption

Answer 4

Consumption of media when focused on another activity

Question 5

Tertiary consumption

Answer 5

Consumption of media text as background to another activity

Question 6

Audience targeting

Answer 6

Process of how texts are constructed with a specific audience in mind

Question 7

Audience size

Answer 7

Mass/mainstream
Segmented
Niche

Question 8

Demographic profiling

Answer 8

Physical qualities like age, gender and sociology economics

Question 9

Psychographic profiling

Answer 9

Based on personality, values, attitudes and lifestyle etc

Question 10

What are young and Rubicams 4 Cs

Answer 10

Cross cultural consumer characterisation

Question 11

7 audience groups:

1) explorer

Answer 11

Seek discovery, individualistic and seek new brands/experiences
Younger

Question 12

2) aspirer

Answer 12

Seek status, materialistic, seek attractive pack and younger/lower class

Question 13

3) mainstreamer

Answer 13

Seek security, well known brands and mass group

Question 14

4)Struggler

Answer 14

Seek escape, impact and sensation- D/E demographic

Question 15

5) succeeder

Answer 15

Seek control, prestige and are in higher professions

Question 16

6) reformer

Answer 16

Seek enlightenment, independence, new products and are higher educated

Question 17

7) resigned

Answer 17

Seek survival, tradition, rigid values and older

Question 18

3 types of response

Answer 18

Basic e.g it’s interesting
Interactive e.g, comment/prosumer
Active e.g preferred, negotiated and oppositional reading

Question 19

3 types of positioning

Answer 19

Physically
Ideologically
Emotionally

Question 20

Affects on audience response

Answer 20

Demographics 
Psychographics 
Cultural competence
Cultural experience 
Situated culture