MCS4120 - Week 3quick notes

22.02.2007

In order to get a closer relationship with your target audience you should classify audiences and make connections with in- using media channels that relate to your audiences
-range of audience
-primary search/expert people on analyzing relevance of information and answers
-secondary research-people's media usage

Audience are consumers
-Who are the organizations key target audiences?
-Why specific audience is important to the organization?
-What view does the organization wants the audience to have of it?
Reporting research findings
-What is the audience's current view of the organization?
-What issues and appeals are important to the audience?
-Which media does this audience use and trust most?
-How does the current audience view of the organization differ from the desired one? This is determined by comparing responses from the view that the organization wants the audience to have and what is the audience's current view of the organization.
-What message themes will have the greatest impact on this audience? These should reflect the findings of what issues and appeals are important to the audience.
-What are the best ways of reaching this audience -there should be selected in light of the findings from -which media does this audience use and trust most.
-Who will serve as the organizations primary contact for working with this audience?


Sensitive issues should take an appealing form in order not to frighten the audience - Audience identity should also be related - ex. an accountant reading vogue will not trust it
for economic issues but will use other related media channels to be informed.

-communications department can be the primary contact
-teenagers -rebellious- increasing the school leaving
-socio-economic factor classifying groups was popular in 80s-90s
-attitudes -values-telling a way of life

Questions classifying consumers
-What life stage are they at?
-Where do they live?
-What sort of work they do?
-What are their values and priorities?
-What are their concerns and issues?
-How do they spend their leisure time ?
-What sort of spending habits do they have?
-What media do they read/watch/listen to?
-How much and when do they use the internet?
-How do they use our own and our competitors products/services?


spending habits can not necessarily be what you are thinking of!