Question 4: Who would be the audience for your

media product?
NRS Social Grade
The NRS social grades are a system of demographic classification codes used in
the United Kingdom. The social grade definitions by the NRS are widely used as a
generic reference series for classifying and describing social classes, especially
for consumer market research and consumer targeting by the advertising UK
media and publishing sectors. On one hand, the advantage of using these
demographics is that the information is easily accessible, and the way they are
categorised is simple and easily distinctive. Although on the other hand, many
class overlap, the jobs listed are quite traditional, and its only based upon the
head of the household. We decided to target the C2, D and E groups as they
consist of working class people, as our film is based in a relatively poor area, we
feel as if our chosen target audience will find it easier to relate.
Social Grade
A

Social Status
Upper middle class

Middle class

C1

Lower middle class

C2
D

Skilled working class

Working class

Those at the lowest level

of subsistence

Occupation
Higher managerial,
administrative or
professional
Intermediate managerial,
administrative or
professional
Supervisory or clerical,
junior managerial,
administrative or
professional
Skilled manual workers
Semi and unskilled
manual workers
State pensioners or
widows, casual or lowest
grade workers

Level of education
We believe that the level of education our target audience will have is probably
GCSEs/A-Levels, although there may be certain individuals with higher
qualifications that will still be interested in our film, it depends upon the
individuals tastes and attitudes towards thriller films.
Social Class

Socio-economic status is a method used by industries/businesses to find the right

economic class audience for their target audience. Traditionally we have 3 social
classes; these consist of the upper class, middle class and working class. People
in the upper class are wealthy, those in the middle class fall in between the
upper and working class, and working class people are those with low paying
jobs. We believe that middle class and lower class would be the social classes
which our film would appeal to. Our film is a niche film, as it is targeted mainly
towards working class people, this would make it more appealing to them as the
actors themselves are from a lower/middle class, also the film location was set in
an East London estate which may make it easier for those from the lower and
middle class to relate. A century ago, society was dominated by class division
whereas the introduction of social mobility in today's society therefore means
that someone who is born into a lower class is capable of growing up to be in an
upper class (e.g. by going to school, college and university for education).
Therefore it is essential that we consider this as tastes, attitudes, and level of
education always evolving.

Ethnicity
In 2012, Tower Hamlets borough held a population of 263,000 residents. The
biggest ethnic group in this area was Asian/Asian British which was populated by
75,300; this was almost 30% of the population in Tower Hamlets. These findings
show us that not only will our film 'Evil Within' will appeal to people who live in
the area as the film was produced there but as most of our characters are Asian,
it will appeal to the larger sectors of the population in Tower Hamlets as they can
relate.
Characterisation

Young & Rubicams Cross Cultural Consumer Characterisation is a consumer

segmentation that categorises people into recognisable stereotypes that reflect
the operation of each of a set of well-known human motivations; these
compromise security, control, status, individuality, freedom, survival and escape.
We believe that mainstreamers and strugglers are more likely to watch our film,
as they will probably watch it to escape from their everyday lives, and will find it
easy to adapt to the characters within the film too. Although, at the same time,
explorers may also want to watch the film as this is an unique film and they're
willing to try new experiences and brand choices. We believe that aspirers won't
be as attracted to our film because we have a reasonably low budget whereas
they're more attracted to the visual side of things. However, if our film was
popular in the film industry then they could possibly be attracted to the
merchandise that we sell as part of our distribution campaign.