Demographic characteristics of the target group
The PS3 advertisement targets hard-core male gamers between the ages of 20 to 38 who bought PS2 when it first came out in 2000 and are hardcore gamers. They were around 16 to 24 years old when they bought PS2, an age when experimentation and obsession with technology is not only a fashion statement, but a mark of status. They would be in the range of our target group, and they are the most likely ones to buy a more advanced console-PS3 also for the same reason. These men may be single, with or without girlfriends, or married with or without children. They are independent financially and may be employed or self-employed at all levels of education. Their salaries are not a great determinant and may vary greatly. They may be living alone or with their partners and their districts of residency do not apply; they may live up-market residential areas or in the inner city districts (Jones, 1999).
Justification
The reason for targeting this category of audience is because, men in this age bracket are obsessed with technological gargets and games such as play station series. They are also always experimenting with new technology. These men are also PS2 hardcore gamers who will want to acquire the latest games and movies. Gaming is not just for the sake of it with this group, it is a fashion and peer thing where bets are placed and played on. They also have the financial capacity to purchase the PS3 console (Wolf & Perron, 2003).
Psychographic characteristics
The target group is independent, energetic and youthful. When not working they are watching or playing various kind of games with friends, peers or business associates or even in clubs; working out in gyms; going out with friends and partners; clubbing; attending social events or engaged in a myriad of outdoor leisure activities (Uotinen, 2005).
The target group views life as a gamble of chances and enjoys challenges. They work hard in their respective fields, are innovative and strive to excel in everything they do including high technology gaming where they display a lot of energy and passion. They dislike passive and unchallenging jobs, lives or even games.
Target audience profile
Joshua is a 30 year old head of finance department in a city bank in Boston. When he is not working in his busy office: he is playing for the Bank’s Super Leopards rugby club; playing with his college friends their favorite game, solitaire, on their PS3 consoles especially over the weekends; traveling with the Super Leopards games or his friends to various camping and skiing sites; and clubbing or going out with friends and his lovely girlfriend, Linda.
Joshua lives alone in the city’s suburb area where there is fresh air as he says. He drives to work every morning in his one year old red sports car, inexpensive but fast enough. At the bank he earns a salary of 30,000 per annum and additional concessions depending on the games they play and win per season (Jones, 1999).
Joshua sees himself as a workaholic, free thinking and a go-getter, adventurous and free spirited. This is an attitude which has seen him rise in the corporate ladder being head of finance at his age. It has also seen him become an addict gamer of PS2, together with his friends where they make bets on games. The game has also become a social identity among his colleagues in the bank. Joshua is also a computer wizard, a habit he learned in his high school days and is always on the look out of the latest phone models which he does everything possible to acquire (Wolf & Perron, 2003).
Works Cited
Jones, P. P. How to use advertising to build strong brands: Advertising Series. SAGE, 1999.
Uotinen, V. I’m as Old as I Feel: Subjective Age in Finish Adults. University of Jyvaskyla, 2005. Web.
Wolf, M. J. & Perron, B. The video game theory reader. Routledge, 2003.