Focus...Groups / Project Assigned

Audience Analysis Project
we will need to partner up
-handed out sheet explaining project

Develop a Powerful PowerPoint Presentation
knowledge of our target audience

(+ look on LexisNexus, US Census)

include citations of information

Present Oct 30

1-page fact sheet
pretty, useful



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(Thursday we create a WordPress website)

we'll do a focus group

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LECTURE:

Keyword for audiences today is CHOICE, CHOICE, CHOICE.

Changes in the last thirty years:
- fewer channels to many in most every industry
- manny owners to fewer  owners
general media to niche media
a national to global communication ###

So this means we should MATCH the right medium for the right message.

Studying Audiences:
Demographic and psychographic categories, survey research, focus group, etc. "Message Testing" and "Readership Levels"

Resources for audiences
NOP World Company
clickz.com
Neilson Media Research
Pewcenter

Psychographics
to gain incite into value systems
gathers info about lifestyles, activities, attitudes, motivations

then we took a personality test...

Survey research is a kind of  descriptive research that measures, counts and otherwise quantitative describes public opinion or attitude on a topic or gathers demographic and lifestyle information.


SURVEY RESEARCH:
Define the group you want to study and drawing a sample.
Developing the list of questions you will ask in very specific form
###
we won't be doing Survey Research


FOCUS GROUPS
6-10 people gathered to focus in on a group discussion about a product, idea, program, etc.
for our project 4-6 people?

Tools:
Readability researchers use formulas to analyze messages by looking at the number of difficult words and long sentences.  (Microsoft Word can do this!?)
"General Audience" reading level is usually sixth to eighth grade level

Message Testing means your verbal and visual images match and how they develop a product.
"Did you understand the content?"

The Merchants of Cool

We watched The Merchants of Cool
in class today.

we are to:
**Create Blog Entry AND Comment (critical analysis) on others on D2L**





My notes from this dated documentary:

“Disposable Income”

Focus Group with group of teen guys. He asks what’s hot right now.

Reasons? Guilt Money - Family Can’t Spend Time with you.

Marketers try to find an opinion leader / trendsetters. Can’t find it but they are “Cool Hunting”

Once corporate america finds cool and makes it an ad campaign..it basically kills that coolness.

Teens are like Africa and the nation of Disney and Viacom are coming for ya.

MTV barges into viewers’ homes...creepy.

“Mook” < Viacom’s Fictional Icon
risk taker, stupid, funny, stupid-funny
hits below the belt and reaches for the wallet

“Why Not” attitude < the downfall of media and sexual content

Feedback Loop
Media creates culture, Kids emulate culture,

Jugalopes