Study Notes 2 - Audience Analysis Allows you to understand...

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Audience Analysis Allows you to understand your audience(s) Allows you to better predict behavior and thus, develop messages that appeal to your audience(s) Consists of gathering, interpretation, and application of demographic, behavioral, psychographic, and geographic information Based on the assumption that different groups of audience members possess different characteristics that make them more or less likely to pay attention to, process, and be influenced by different messages. Guided by the goal of developing criteria that can be used to form audience clusters that are highly homogenous in their information- seeking needs, desires, and motivations Attempts to find a balance between the fewest messages and channels to disseminate information AND forming audience segments that are as homogenous as possible. Recognizes that the greater the reach of a campaign, the greater the number of individuals who can be affected, but increased reach come at the expense of higher-order changes. Traditional segmentation based on: Demographics: gender, age, occupation, income, education, family situation, cultural characteristics. Psychographics: values, beliefs, key personal characteristics, sources of information, organizations and social networks, how $$$ are spent. Geography: country, state, region, community Behavioral: actual current behavior, benefits of current behavior, readiness for change, social or medical consequences experiencing already, why they behave as they do. In general, audience segment must be: Definable Mutually exclusive Measurable, accessible Pertinent to an organization's mission Reachable with communication in an affordable way, and large enough to be substantial and to service economically To identify audience segments: Use Qualitative Data Use Quantitative Data Use Theory [SOC, HBM, TRA, TPB, SCT, etc.]
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Identify known determinants from previous research Identify distinctive patterns of determinants for specific groups Will need to identify and prioritize variables to map out possibilities Choose segments based on possibilities (challenging b/c many patterns will exist) Statistical programs can help us once we have identified determinants (i.e. Cluster Analysis, etc.) Social Marketing Approach What is social marketing? The application and adaptation of commercial marketing concept to the planning,
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This note was uploaded on 02/05/2012 for the course COM 475 taught by Professor Kyleandrews during the Summer '08 term at Michigan State University.

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Study Notes 2 - Audience Analysis Allows you to understand...

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