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| Question | Answer |
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Primary Audience
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The main target audience |
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Secondary audience
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Additional audiences not in the intended target group |
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Individual audience
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Engages with the product alone e.g. reading a book, listening to an MP3 player |
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Group audience
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Engages with the product with others e.g. gaming, cinema |
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Active audience
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Audience interacts with the product - has control over why they use the media Questions |
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Passive audience
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Audience does not interact with product Accepts the media message at face value |
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Demographics
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How an audience is categorised by age gender race occupation |
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Hypodermic needle theory
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This relates to passive audiences and suggests that people are 'injected' with a message that they are powerless to resist. |
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Socio-economic categories
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A - Upper middle class B- Middle class C1 -lower middle class C2 - skilled working class D - working class E- those at lowest level of subsistence |
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Qualitative research
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Research that explores opinions, reasons & attitudes Difficult to count |
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Quantitative research
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Measures how much, how many Facts and statistics that can be counted |
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Primary research
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Research that you conduct first-hand e.g. interviews, focus groups, questionnaires |
| Secondary research | Research that is second-hand using other people's sources e.g. books, websites, journals |
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Objective research
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Not influenced by personal feelings or opinions |
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Subjective research
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based on or influenced by personal feelings, tastes, or opinions |
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The organisation which provides weekly audience figures for television
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BARB (Broadcasters Audience Research Board) |
| The 4 Lifestyle categories - used to target specific audiences | Aspirers Mainstreamers Succeeders Reformers |
| Aspirers | Materialistic Image-driven They seek status through designer brands, the latest tech, whatever is fashionable |
| Mainstreamers | They conform to what is the normal Established brands What everybody else is doing The majority |
| Succeeders | Tend to be wealthier Hold positions of responsibility Value tradition Quality over brand |
| Reformers | Anti-materialistic Social conscience Care about environment Fair-trade, ethical brands |
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