EMS Creative iMedia Cambridge Nationals

1. Target Audience
Lesson 2

2. Drinks Promotion
Who do you think this product is aimed at and why?

3. Lesson Goals
 Understand importance of identifying target audience
 Know how a target audience can be categorised
 Be able to identify requirements of target audience
#target #audience
#ethnicity #income

4. Who is a target audience?
Let’s have some ideas...

5. Target Audience
Understand importance of audience
Be able to categorise the audience
 Your target audience is the person or
group of people that the final product
will be aimed towards.
 It is important to understand the target
audience before you can plan a project
for them.
 Question: Why is it so important to
understand our target audience?
#target #audience
#ethnicity #income

6. What do you need to know?
Think about your target audience…

7. Target Audience
Understand importance of audience
Be able to categorise the audience
 You can categorise your audience in the following ways:
#target #audience
#ethnicity #income

8. Gender
Understand importance of audience
Be able to categorise the audience
 Gender can be Male or Female and
certain things may appeal to each.
 Think of the following:
 What things do men like?
 What things do women like?
 What colours would each like?
 What style or things do they like?
 Extension:
 What things do you think would appeal
equally to males and females?
#target #audience
#ethnicity #income

9. Age
Understand importance of audience
Be able to categorise the audience
 Age could be specific to a certain group
or cover a range such as 11 to 16.
 Think of the following:
 How would you plan for children?
 What will appeal to teenagers?
 How about adults?
 What about elderly people?
 Extension:
 What things would appeal equally no
matter what age the audience are?
#target #audience
#ethnicity #income

10. Ethnicity
Understand importance of audience
Be able to categorise the audience
 This is the group that people may belong
to because of their background ancestry
or the culture they belong to.
 Think of the following:
 How does ethnicity impact on planning?
 Can we target a particular ethnic group?
 Extension
 What can we do to make sure we don’t
offend any particular group?
#target #audience
#ethnicity #income

11. Income
Understand importance of audience
Be able to categorise the audience
 How much money somebody has from
their wages which they may be able to
spend on things.
 Think of the following:
 Which people have a high income?
 Which people have a low income?
 Extension
 How does income affect someone's
ability to buy a product?
 How would this influence someone
planning a product?
#target #audience
#ethnicity #income

12. Location
Understand importance of audience
Be able to categorise the audience
 This refers to the place where somebody
lives or spends most of their time.
 Think of the following:
 What would people from towns like?
 How about people from the country?
 What do people who live in a city like?
 Extension
 Is there a difference between the things
people like in the North and South?
#target #audience
#ethnicity #income

13. Accessibility
Understand importance of audience
Be able to categorise the audience
 This category is about making sure a product
is planned to be available to as many people
as possible.
 Think of the following:
 What kind of disabilities may people have?
 How would these disabilities affect them?
 Extension
 How can you ensure something you plan is
accessible by all people?
#target #audience
#ethnicity #income

14. Your Task
Understand importance of audience
Be able to categorise the audience
 Explain who a target audience
is when planning a product.
 List the following categories
and explain each in detail:
 Gender
 Age
 Ethnicity
 Income
 Location
 Accessibility
#target #audience
#ethnicity #income

15. Key Words
 Target Audience
 The person or group of people you
are designing a product for.
 Ethnicity
 A group a person may belong to due
to their background ancestry.
 Income
 Money someone will get regularly
through their wages or other ways.