The Target Audience 2 00 Understand business publications

The Target Audience 2. 00 Understand business publications. 1

Traits of the Target Audience u Once the type of publication is determined, the next step is to examine the Target Audience. Knowledge of the Target Audience is critical to effective communication through publications. Slide 2

Traits of the Target Audience The identifying characteristics of the Target Audience provide the “hooks” for grabbing their attention by appealing to their n Age n Ability n Special interests, and n Group Membership Slide 3

Traits of the Target Audience u. Although a Target Audience can be characterized by many traits, we will only cover the following four in this objective: n Age n Educational background (ability) n Interests n Group membership Slide 4

Age of the Target Audience u What is the general age group ? n Elementary 1. Is the publication being prepared for young children to entertain them and n Preteen tell a story at a birthday party? n Teen n Young adult 2. Is it for a classroom to inform students n Mature adult about a topic? n Senior citizen 3. The age of the Target Audience will assist in choosing Design Elements that will be used in the publication. Slide 5

Age of the Target Audience Look at the two versions of an elementary school flyer and discuss which one is more appropriate. Version A or Version B? Slide 6

Educational Background of the Target Audience u. What is the general Education Level of the Target Audience? n If it can be defined, knowledge of the Educational Background will determine the amount of text, word choices, and amount of graphics used in the publication. u. Remember, less is more! u. Be concise and get to the point. Slide 7

Educational Background of the Target Audience u If you think back to the previous flyers of the elementary school, what do you think about the educational level of the Target Audience? n Can the audience read well? l Their vocabulary is probably limited, so more age appropriate graphics were used to convey the message than text. Slide 8

Common Interests of the Target Audience (group) as a whole share Common Interests, u Does the such as knitting, doll collecting, bowling, stamp collecting, kayaking, or fly fishing? Slide 9

Group Memberships Is the Target Audience a member of a particular group? Does the Audience share similar Group Memberships? u Special Interest Groups n Boy Scouts n FBLA n Gaming n Gardening n Harry Potter u Other Groups n Religious n Ethnic n Political n Sports n Sorority or Fraternity Slide 10

Let’s get to work! u Use your new knowledge about the Target Audience along with Design Principles in the next activities to develop some publications! Slide 11

Elementary School Flyer Version A Slide 12

Elementary School Flyer Version B Slide 13