Audience research analysis - Gender (Female)

Introduction

In this post, I am going to highlight, describe and analyse three different magazines which are aimed at the male audience, female audience and mixed audience. I will analysing and identifying the characteristics and techniques used to help tagret and market the three different gender categories (male, female and mixed).

The techniques I will look at are title, typography, colours, images, content, gifts/offers (promotional material) and language.

I will just be analysing the front cover of the magazines and the content included on it to help attract and market to the potential customers.


Introduction - Company Magazine (1)

The Company Magazine is a monthly edition magazine which is based at a female audience. The magazine produces articles on celebrities, fashion and lifestyle.

The issue that i am going to be analysing is June 2012.

Statistics

 

 

"Victoria White, editor of Company, said: 'The new look gives Company a point of difference at the newsstand which is what our readers are looking for. The size and format of the magazine is completely unique to the UK market. White said the new design was "a total reinvention of the traditional women's magazine." 

 

'Social media is such an important part of any media company's overall strategy. Young people today are more tuned into Twitter and Facebook than ever and we have recognised the resurgence of social media by including design influences from the blogosphere," she said.

'Brands that don't engage with their target audiences on social media platforms such as Twitter and Facebook are likely to be left behind and lose touch.'

According to ABC figures for the first half of 2011, Company's circulation fell by 17.1 per cent to 180,162 between 2010 and 2011." (2)


Title

The title for the company magazine is placed in the top centre of the page and it is in upper case bold letters to help grasp the attention and inform the reader on the name of the magazine. The font of the magazine name is of a bold and chunky consistency to help get high awareness from the target audience.

The title colour is always changed according to the theme colours/house styles of each issue, but they are always of bright or pastel colours as this represents the feminine mindset and it will be more attractive for the target audience.


Typography

The typography used around the front page of the magazine to help advertise caption/phrases used within the issue are of long and thin figures in the style of "hand written" or scribbled style. This is because the target audience of the magazine are usually younger females, of around the ages of 14-25.

The use of scribbled handwriting styles used on the front cover of the magazine is to represent the creativity and doodling of teenagers and it helps to relate to the fact of younger females recording their thoughts and inspiration in diaries and scrapbooks.

The use of long and thin writing style figures for the fonts on the front captions are because they wish to portray the ideology of fashion models being tall and thin, which is almost every young girl's dream to have be beautiful and have the perfect figure.


Colours

The colours used on the front cover of the june 2012 issue of Company Magazine are of subtle pinkish tones. This is to help present the seasonal trends and themes of summer, and it is of a feminine hue, which helps make it more relatable and attractive to the young female potential consumers.

The colours that have been used on the front cover of the issue are;

• Pink - to help represent the feminity for the target audience and set a summer tone to the seasonal timings.
• Black and white - to represent monochromatic colours for the font, to help it stand out from the surrounding images and colours
• Green - to represent freshness/new trends and summer time
• Purple - to represent more femenine colours and hues

Images

The images that have been used on the front cover of the Company magazine June 2012 issue is the main predominate picture of singer/songwriter Jessie J, and there are a few surrounding images of clothing and fashion accessories.

The reason that they have placed Jessie J as the main model of the front cover of the magazine is because she is a trending and popular celebrity in time, which is a great oppurtunity for the magazine, being able to get a scoop on the celebrity.

Also Jessie J is a fashionable celebrity, which many young girls look up to and recognise instantly because she has a wide fanbase, so by using her as the main image on the front cover of the magazine, they will achieve instant recognition and awareness from potential customers.

The use of smaller images of clothing and fashion accessories have been carefully selected and placed to show trending and attractive items, which will achieve attention from the fashion-concisous female generation.


Content and language

The content and language included on the front cover of the magazine is in short captions or phrases surrounding the main image of the front cover. The content includes information on the latest trends on fashion and beauty, and it also includes a section on ideal jobs, which helps relate the magazine to the current economic recession, which takes into account the financial climate of the target audience.

The language used on the front cover of the magazine is very empathetic in a fashion point of view (e.g. "express yourself") but short and snappy (e.g. "field style snapped"). This help relates to the female target audience as it relates to the feminine thinking of being emotional and releasing expressions, but it also helps to grab attention of the customers in short captions.


Promotional Material

The Company Magazine does not express any promotional materials or gifts to try and attract the potential customers into thinking that they are getting extra for their money, but from the captions and phrases included on the front cover of the magazine, they are expressing that the magazine is worth the "only £2".

By using the words "only", they are expressing that the magazine is cheap and the content included within the magazine is worth it.

Appendices

(1) http://love212.files.wordpress.com/2012/06/picture-courtesy-of-balconyjumpartists-tumblr1.jpg
(02/07/2012)

(2) http://www.pressgazette.co.uk/node/48579 (01/11/2012)

http://classic.mediatel.co.uk/abcroundup/ (01/11/2012)

http://www.pressgazette.co.uk/magazine (01/11/2012)

http://www.oft.gov.uk/shared_oft/reports/comp_policy/oft1028.pdf (01/11/2012)

Audience research analysis - Gender (Male)

Introduction

In this post, I am going to highlight, describe and analyse three different magazines which are aimed at the male audience, female audience and mixed audience. I will analysing and identifying the characteristics and techniques used to help tagret and market the three different gender categories (male, female and mixed).

The techniques I will look at are title, typography, colours, images, content, gifts/offers (promotional material) and language.

I will just be analysing the front cover of the magazines and the content included on it to help attract and market to the potential customers.


Introduction - Men's Fitness Magazine (1)

The Men's Fitness Magazine is a monthly edition magazine which is aimed for the male target market. The contents of the magazine includes information and articles on fitness, nutrition, and sports, as well as sex tips, fashion advice, interviews, recipes, and surveys.

The issue that I am going to be analysing is the March 2012 edition.

Statistics

 

 

"Fitness magazines are a sector which has been holding up well in recent years. Men's Health is now the best selling men's title in the UK with average monthly circulation of 245,932 in the second half of 2010. Dennis Publishing's Men's Fitness sells 68,843 copies a month, and was up 1.2 per cent year on year. " (2)

 

Title

The title of the Men's Fitness Magazine is positioned at the top of the page in the center. The title is in upper and lower case writing, to help the consumers identify the two factors that the magazine is based on. "Men's" and "Fitness".

The font is in a bold and strong style, which represents the masculinity, which will attract the male target market. This is more appealing to the male mindset as it portrays their beliefs and psychological conceptions of being a strong and dominante "alpha-male". So this is more attractive to the target market, and will increase the chances of sales/attraction.

Also by presenting the title in a thick and striking font, it will be more eye catching for the target consumers as it can been seen clearly from a distance and will catch the attention of the target market.


Typography

The typography used around the page to help highlight what information is included within the magazine have been placed in portions around the main image, so it catches peoples attention easily.
The kinds of fonts, styles, sizes, colours, etc that have been used are of the masculine demographic, e.g. strong hard fonts, bold cool colours, tough use of graphics and housestyles. This is also to help signify the relevence of a mens magazine and it is used to help attract the male population.

Different sections of the information on the front cover has been written in different fonts, colours, sizes, styles, etc. This is so the reader can understand which information links to another.

It also helps reduce the sense of overwhelming or boring the target consumers because the information does not look like a big bulk of writing and customers are attracted to look/explore the different sections. Also, with the use of different fonts, colours, etc. it helps represent and highlight the information which is of higher importance and what is most likely to attract the customers.


Colours

The colours used on the Men's Fitness Magazine for the March 2012 issue are black, white, grey, red and blue. Although these colours can be used in gender-neutral contexts, the hues and shades used of these colours on the front cover of the magazine are very masculine as well as eye catching to the potential target market.
The colours that have been used on the magazine cover have the purpose to represent;

• Black, white and grey - strong and neutral colours to help represent the bluntness and colourless "attitude" tha men prefer (women usually wear more colour, where as men are more conservative and neutral in colour)
• Red - The colour of strength and power (Men's Fitness) helps to represent how the magazine will give you energy. Also it is a flirtacious/sexual colour, which will allow the consumers to think that this magazine will help them to be more attractive.
• Blue - The masculine colour which represents the male population and is seen to be a cool and refreshing colour, which will attract the consumers.

Images

The only image situated on the front cover of the magazine is of a topless male model, who has a "desirable" body. This image has been used for the front cover of the magazine because it will attract the male customers bymaking them believe that they too can achieve the same "airbrushed" results by purchasing this magazine.

Although it would be more appealing to the male population to put an image of the opposite sex on the front cover, it would not relate to the purpose of the magazine, which is to promote masculine helath and fitness. So by placing an image of a male model topless, it would relate to the content of the magazine, aswell as attract the customers, as they to would wish to achieve the desirable results.


Content and language

The content and language included on the front cover of the magazine is in short captions or phrases surrounding the main image of the front cover. The content includes tips and tricks on making the consumers more attractive and healthier. e.g. "Get big arms" and "Slimmer, stronger, sexier in 5 minutes". These little phrases catch the consumers attention quickly and it gets straight to the point for no hassle and fuss.

The language included on the front cover of the magazine is very agressive and motivational in energy and territorial contexts. For example, "Fat-Blasting workout!" and "Make your gut vanish!".

This kind of language has been included on the front cover of the magazine to help attract the audience in short and snappy phrases as well as motivating and enhancing the quick-fire effects that can be achieved if the target audience buy the magazine.

The language sound more like commands on how to achieve results, which is used in the Army and Navy. This is seen to be a ultimate male challenge and by using this kind of language, they are getting the target audience questioning their masculinity and how they can change/better that.


Promotional Material

Although the magazine does not include any promotional gifts or offers, it provides material on showing how this magazine can be beneficial to the target audience in a recession. At the bottom of the front cover, they have placed in a large banner "this mag will save you money!" showing that it is good to buy this magazine and it will benefit the consumers finacially and health wise.


Appendices

(1) https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4_akgXmCiX5_-L7jzFk8kXQoOdOS45ROFwoIPnF_WGtW4voyRXpZ4k_eqRT9AJin2-en8N1sqXsBeyMGVpL5eTGhr4Sd8OTESVChWq2nOrrAf_1zc7wkI-9yyf_9iBc2UJUdMFwIGQOrt/s1600/Mens+Fitness+Magazine+-+March+2012.jpg (02/07/2012)
http://classic.mediatel.co.uk/abcroundup/ (01/11/2012)http://www.pressgazette.co.uk/magazine (01/11/2012)http://www.oft.gov.uk/shared_oft/reports/comp_policy/oft1028.pdf (01/11/2012)

Audience research analysis - Gender (Mixed)

Introduction

In this post, I am going to highlight, describe and analyse three different magazines which are aimed at the male audience, female audience and mixed audience. I will analysing and identifying the characteristics and techniques used to help tagret and market the three different gender categories (male, female and mixed).

The techniques I will look at are title, typography, colours, images, content, gifts/offers (promotional material) and language.

I will just be analysing the front cover of the magazines and the content included on it to help attract and market to the potential customers.


Introduction - Food Magazine (1)

The Food Magazine is a monthly edition magazine which bases it's content on recipes, food equipment, seasonal foods (e.g. fruits), festival food ideas (e.g. christmas or picnics) etc. This magazine is aimed at both the male and female population as it is applicable to both gender. Although in the past it was stereotypically viewed within a society that food preparation and cooking was aimed at females, in the 21st century, there are more well known male chefs, rather that women.

The issue that i am going to be analysing in this assignment will be the May 2012 issue.

Statistics

 

 

Title

The title of the Food Magazine is placed on the top center position of the page and it is in bold capital letters to help grasp the attention of its target market. The font has been carefully selected to ensure that the style of font does not favour any of the genders.

Usually the female population are more attracted to fonts which are more "curved" or designed, whereas predominatly masculine fonts are more bold, strong and thick. This represents the stature of the two genders, and it appeals to their psychological thinking of men wanting to be strong and women having more curvy interests/figure.

The font of the Food magazine title is in a font which represents boldness and thickness, aswell as including thin strokes where the curves lay in. This font is appealing to both the male and female mindset.


Typography

The typography used around the page to help highlight what information is included within the magazine have been placed in poritions around the main image, so it catches peoples attention easily.

The fonts that have been used have been carefully selected to help appeal to both the male and female target market. Different sections of the information on the front cover has been written in different fonts, colours, sizes, styles, etc. This is so the reader can understand which information links to another.


It also helps reduce the sense ov overwhelming or boring the target consumers because the information does not look like a big bulk of writing and customers are attracted to look/explore the different sections. Also, with the use of different fonts, colours, etc. it helps represent and highlight the information which is of higher importance and what is most likely to attract the customers.


Colours

The colours selected on the Food magazine title varys depending on the season/theme of the monthly issue. On version that I am analysing, the colour that they have chosen is of an orange hue, which shows it is based around the summer time, as the colour represents the summer/heated season. The colour of orange is also a colour which is not favoured by males or female, because it's not based within the hues of "pink" or "blue".

For this May 2012 issue of Food Magazine, the predominate colours that appear on the front cover are yellows, greens, browns, oranges, whites and blacks. This is to help represent the summer time season, which is when consumers are out in their parks/gardens enjoying food outdoors, where the weather is bright and hot.

These colours have been carefully selected to help attract the male and female population into buying the magazine and satisfying their hunger for luscious looking summertime food.

The colours that have been used usually represent;

• Yellow - to represent summer/sunshine, relating to the season
• Green - to represent freshness and hygiene, which is a serious issue around food
• Browns - to help represent cooked food and the sense of strong smoked aromas (relating to the predominate image of barbequed meat)
• Oranges - to help represent juicyness/flavour in the summertime (orange fruits)
• Whites - to represent day and pureness (having fun/innocence)
• Blacks - to represent night (24 hour fun)

Images

The only image that has been used on the front cover of the May 2012 Food Magazine is a cut of meat, which is cooked on a barbeque rack and in the background (slightly blurred to help reduce significance) is a bright and strongly lit fire.

This image has been used on the cover of this issue to help represent the season of summer, when the male and female population go outside with family and friends to help celebrate the season of summer using barbeques and having picnics.

This is appealing to both the male and female population as it is applicable to both genders, which will attract more consumers and boost sales of the magazine.

Content and language

The content and language included within the magazine is highlighted on the front cover, which whill help entice readers to come and purchase it. To help attract customers into buying the magazine, they have used captions which will make them eager to read/find out what information is included, e.g. "Secrets to the grill revealed".

It also attracts potential customers of all demographics, regardless of gender, because it includes the phrases "Stress-free" and "No-fuss". This type of language and phrasing is appealing to a wide range of customers as in the 21st century, people wish to save time and effort in preparing as they may have a large family or busy work schedule/social life. So by writing these phrases, it is attracting both sets of genders, without alienating the other.

Promotional material

Although within the magazine there are no gifts/offers (promotional material) with the magazine, the front cover fools the consumers into thinking that they are getting some sort of promotional material because they have included the words "Free 4 week menu guide inside".

This shows that the consumers are getting something extra for their money, when the information will be included within the magazine content anyway.


Appendices

(1) http://i38.fastpic.ru/big/2012/0508/e6/269ed31ed8e17a371cc96829075af0e6.jpg (02/07/2012)

http://classic.mediatel.co.uk/abcroundup/ (01/11/2012)

http://www.pressgazette.co.uk/magazine (01/11/2012)

http://www.oft.gov.uk/shared_oft/reports/comp_policy/oft1028.pdf  (01/11/2012)

Prezi presentation on production research

Production Research on Prezi


This presentation was created by Haris Umair and group. Credit goes to them for researching and presenting the information in class.

Prezi presentation on Market research

Market Research on Prezi

This presentation was created by Munashe Mukandi and group. Credit goes to them for researching and presenting the information in class.

Prezi presentation on Audience Research

This Prezi contains information on Audience Research. It includes the companies, the ARA (Audience Research & Analysis), the BARB (Broadcasters Audience Research Board), the RAJAR (Radio Joint Audience Research Ltd) and the POSTAR (Poster Audience Research).

This Prezi was created and presented by Samsia, Marian and Sam.

Customer Audience Research on Prezi

Prezi notes - Audience research - ARA

Bibliography:

(1) http://www.audienceresearch.com/ (21/06/2012)

(2) http://dalisocial.com/our-expertise/audience-research-analysis-strategy/ (21/06/2012)


My understanding;

ARA - stands for Audience Research & Analysis

ARA companies help to research customer requirements (wants and needs), which will help companies target, launch or promote their media products or services to the correct standard and demographics.


(1)

"What We Do

ARA helps arts, cultural tourism, and non-profit organizations understand their current and potential audiences.  We provide marketers, government relations specialists, and development agencies with the tools to measure their success.  ARA also assists real estate companies with pedestrian counts and shopper information."

"Who We Serve

From boutique museums to world-class attractions, ARA works with cultural institutions and the organizations that support them.  We also serve real estate, travel and tourism, media and entertainment companies who bring art and culture to a broader public"

"Mission and History

Audience Research & Analysis (ARA) serves the market and economic research needs of arts, entertainment, cultural tourism, education and service organizations. ARA delivers information to Broadway shows, performing arts institutions, museums and attractions to increase attendance and membership. We work with local development companies, government, colleges, and non-profit agencies to monitor business conditions, track the performance of programs, and asses demand for new initiatives. At ARA, we provide research information you can use."


(2)

Audience Research all begins with understanding  your audience. Where are they? What are they saying about you? How do they consume their content? What do they find valuable? Who are your “influencers”? Who are the complainers? Understanding how your audience finds you, engages with you and your products and shares their experiences is key to developing strategies that work. Research into all of these areas helps our expert team of integrated marketers develop the kind of strategies that spell success.

Our Audience Research Service goes well beyond finding sites where people are talking about you. There’s a whole other element of audience sentiment, influence and conversation quality that needs to be factored in to understanding the data that research tools bring back. Websites and social communities have persuasive powers. Are the sites where the conversations are taking place the most powerful and influential, or is there another online community that you need to take a closer look at because of its ability to rank in the search engines?

The data analysis of the audience research is key to delivering valuable strategic and actionable tactics to build a reliable and successful integrated marketing strategy.  That’s why it’s imperative to take this as a first step in any online marketing strategy.  It can save time, resources and money from being wasted in channels that won’t prove fruitful for your efforts.

Competitor Analysis Services

There’s a lot to be said about understanding your competition.  While your own company, customers and audience might not actually be a carbon copy of your competitor’s, it’s still a wise tactic to know and understand what they are doing.  It’s even more of a boon if you know what they are doing is working.

By taking an integrated approach to audience research, the Da Li Social team gets a clearer picture of the tactics your competitors are using and can zoom in the more successful tactics.  That knowledge can help inform a wider online marketing strategy and help build a solid foundation for successful implementation of an integrated marketing strategy.