Audience Driven

Question 0

Secondary Audience

Answer 0

Not direct recipients
Affected by message in some way
Example?
-investors, employees, engineers

Question 1

Primary Audience

Answer 1

Direct receivers of message
Key decision-makers
Example?
-vehicle owner

Question 2

Watchdog

Answer 2

Audience member who can’t stop message directly, but can influence the primary audience through political, social, or economic power
Example?

Question 3

Gatekeeper

Answer 3

Audience member who Has power to stop message from getting to primary audience
Example?

Question 4

Demographics

Answer 4

Age, gender, education, employment

Example?

Question 5

Psychographic

Answer 5

Motivators, interests, values, attitudes, lifestyle

Example?

Question 6

Mass marketing

Answer 6

• audience is homogenous (same)
• allows for economy of sale
• one size fits all/not optimal

Question 7

Target/niche marketing

Answer 7

• Recognizes diversity

- Doesn’t try to please everyone with same solution

Question 8

Use of products’ benefits to persuade

Answer 8

Consider personal gain:what enhances sense of self-worth, accomplishment, acheivement