COMM 100 Lecture Notes - Lecture 3: Psychographic, Focus Group, Product Placement
Document Summary
All companies need content that attracts consumers. Audience- the people to whom mass media firms are directing their products. Media practitioners- people who select or create the material that a mass media firm produces, distributes, or exhibits. Because companies get most of their revenue from advertising, exceutives want to have consumers who are attractive to advertisers. Adequate revenue- enough cash to allow the enterprise to pay for itself and give the owners or bankers who put up the money the desired return on their investment. Executives think about types of people who make up their audience- through demographics, psychographics, and lifestyle categories. Demographics- one of the simplest and most common ways to construct an audience. Demographic indicators include factors such as age, gender, income, occupation, ethnicity, and race. Psychographics- categorizing people on the basis of their attitudes, personality types, or motivations.
