Research into target audiences:

Research into target audiences:

In marketing and advertising, a target audience, is a specific group of people within the target market at which the marketing message is aimed at (Kothler 2001). For example, if a company sells new diet programs for men with heart disease problems (target market) the communication will be aimed at the spouse (target audience) who takes care of the nutrition plan of her husband.
A target audience can be people of a certain age group, gender, marital status, etc. (ex: teenagers, females, single people, etc.) A certain combination, like men from twenty to thirty is often a target audience. Other groups, although not the main focus, may also be interested. Discovering the appropriate target market(s)and determining the target audience is one of the most important activities in marketing management (Niewenhuizen et al. 2000). The biggest mistake entrepreneurs are making is trying to reach everybody and ending up appealing to no-one.

There were 164 million visits to UK cinemas in 2008. This was 1.1 per cent more than in 2007, but 6.7 per cent less than 176 million visits in 2002, the most recent peak in cinema admissions. There was no difference in the proportion of men and women going to the cinema at least once a year but 20 per cent of males, aged seven and over, went to the cinema at least once a month compared with 17 per cent of females.

This graph shows that people between the ages of 15 - 24 go to the cinema the most. If we plan to use these people as the target audience, we will then gain more attention of younger people in the UK.