Chapter 2 Mgmt 346 Spring 2011

Chapter 2 Mgmt 346 Spring 2011 - Chapter 2: Adapting Your...

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Chapter 2: Adapting Your Message to Your Audience Mgmt 346 Dr. Vlajcic In the News (Case Study): KayBank’s Bruce Murphy. How do we extend bank services to people who typically do not regularly use a bank? What special problems or challenges does such an organization face? What are the questions they ask about their audiences? Age? Nationality? Gender? Socioeconomic status? Language? Length of US residence? Using the product already? Information is used to create a “profile” of the audience. Then we decide how we can reach the audience. What is the best medium/channel? What will attract the audience (i.e., what is the benefit to that audience)? What do we want the audience to see? (Nota bene: Lopez realizes that creativity means seeing what is already there. Then we have to get the message across so others can see it. Identify Your Audience(s) 1. Who is the initial or primary audience? 2.
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Chapter 2 Mgmt 346 Spring 2011 - Chapter 2: Adapting Your...

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