Profiling the characteristics of the audience of a particular advertising medium.
Profiling based on:
Economic characteristics such as disposable income, annual income, car ownership, home ownership, work experience, etc.
Social characteristics such as lifestyle, leisure activities, religious background, health condition, buying patterns, age, education qualification, race and sexuality
This method is effective in order to put across the message in the most effective way to the right people in order to gain the best results.
Steps for creating Audience profile:
1. Demographics: It is one of the traditional methods. This defines the groups based on the work which they do. It breaks the population into groups and describes the income and status of each person.
2. Psychographics: It is the way of creating groups of the population based on their behavior and personality trends. It labels a particular type of person based on his viewing and spending habits.
For Example Newspaper Audience Profile:
Weekly Newspaper Subscribers
60% Male & 40 % Female
40% earn more than 600/day
Tier 2 cities
Both Singles and Married
More outgoing and knowledge seeking population. Wants to be updated on what’s happening around the world.