MEDIA_PLANNING__SEM_2_.docVIP

Target Audience Analysis 1). Our main target audiences are 25-45 years old, working adults who live in the city. 2). Our secondary target audiences are 18-24 years old, young adults who are either studying or working. PART I - DEMOGRAPHIC INFORMATION i). GENDER Based on our survey conducted on our main target audience, we have managed to observe that the female gender uses almost as much petrol as the male gender. RATIONALE : From this result, we know that nowadays, the number of working women has increased, thus the usage of petrol as well. ii). AGE From our research, we know that most of the users are within the age category of 25-30. RATIONALE: Reason being, is because this age category is an active one in terms of their lifestyle and is career oriented as well as job requirement and social life. iii). INCOME The survey shows that our target audience has the average income of RM 5600. RATIONALE: Most of our respondents are of the educated level and the more disposable funds they have, the more they travel. PART II - PSYCHOGRAPHIC INFORMATION i). INTERESTS According to the response, our target audiences have a higher interest in entertainment which includes music, photography and show/concert as well as in sports and recreation which includes fishing, golfing, and outdoor activities. RATIONALE: As the saying goes, “all work and no play make Jack a dull boy”. Since our target audience is from an educated level, so its logic that they keep themselves updated with the latest entertainment as well as manages a healthy lifestyle with sports and recreation. ii). TRAVELLING IN VEHICLES It is clearly shown that 92% of the respondents use their vehicles everyday. RATIONALE: It is common knowledge that almost everyone drives to his or her working places; despite of having public transportation, therefore their fuel consumption is high. PART III - MEDIA RESEARCH i). SELECTION OF MEDIA Based on