Market Segmentation

Every media product has a market towards which it is targeted. These are the people that will potentially avail or enjoy the product. This is why those looking to bring their product into public attention and get it enough attention need to be fully aware of the kind of people they will primarily be aiming for. Market segmentation defines the "kind of people" since it's a very broad and vague phrase.

Segmentation is done on multiple basis. The main criteria for any segment is that there should be defining attributes that make it starkly different from other segments (i.e. distinction), there should be a consistency in attributes of individuals across the segment (homogeneity), and lastly the people within the segment should have similar attitudes towards a certain product (reaction).

It is on the basis of these criteria that the market is further divided into categories:

1) Geographics

This is pretty direct and easy to classify because the target market is categorised according to their geographical location - their country, city, region etc. For marketing music videos, this is important to consider because of language and the barriers it can create.

2) Demographics

This classifies people according to their social factors such as age, gender, ethnicity, social class etc. The demands and ability of the consumers is often defined by these factors, for example, the ability to afford them.

3) Psychographics

This focuses on an individual's attitudes and lifestyles, they way they perceive different media products and the types of activities they engage in. The psychographic segmentation is divided into multiple categories based on overall personalities. For instance "the Aspirers" who are younger in age and seek out more materialism and are inclined towards a more upper class culture.

4) Behavioural

The psychographic segmentation is closely linked with the behavioral segmentation, which is the way consumers respond to a product. This includes their willingness to purchase it, and their consistency in doing so.

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Instagram Log

After making my post schedule I was conflicted about how to showcase each post on my blog, so I decided that the best way to go about it would be in the form of a log (which is this post) that I would add to my drafts and update after each post or series of posts, and publish it whenever my last post goes up, but before my critical reflection essay, for the sake of maintaining the appearance of posts on my blog. 10th April: After the introductory posts, my first three posts followed the suburb theme. For the first image, I head out for a walk in my colony with my camera and dragged my brother along to take evidence photos of me. I took quite a few pictures, some of which I rejected including the swings picture, because even though the image connected really well the music video, the quality just wasn't up to the mark. Another one was decent quality but I felt it would be too repetitive if I posted both this and the headlights one. As for the headlights photo, it took quite a...

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