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Audience Analysis

895 words - 4 pages

“Audience analysis is the first step in any communication process: it gives you the tools you need to shape your product and your message. In order to communicate effectively with your audience, you need to understand who they are, what groups they belong to, and what values they hold” (Locker & Kienzler, 2008, p. 41). When you know what your audience finds meaningful this will help you relay information in a way that’s natural for the audience and to choose an allure that the audience will find convincing.

The audience characteristics that are important to this message are demographics and psychographic characteristics. The demographic characteristics ...view middle of the document...

It may also be a good idea to use graphics to clarify meaning.

I must be sensitive to the culture in which my audience works and to the discourse community in which they are a part. I need to know the values, philosophies and attitudes the company displays and the medias, format, and styles that the company prefers for communication. Given the diversity of the audience one must keep the previous points in mind. I must also keep in mind what is probably most important in quarterly sales information to each group. The one issue that all the stakeholders would find of interest is the profitability of the company, however, managers may also want to know what areas need improvement, salespeople interested may involve quotas and percentage up or down from last year’s figures, and customers probably want to know the bottom line. Because profitability of the company affects all interested groups this will be the main focus but I would also want to make sure I discussed some of the information that is important to each particular group.

Creative channels abound. The advancements in technology make it one of the best communication channels. You can reach and interact with many people at one time by setting up a video feed through a company web site. In a meeting videoconferencing can be setup for those unable to attend in person. Using a projector to view a Power Point presentation from a computer with graphics and visual aids, such as, handouts to help the audience understand and stay interested, and focused; it may also be a preference for older individuals who prefer to hold and read the information for themselves. One of the main appeals that helped the Web grow at such an exceptional rate is...

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