Audience Analysis Paper

1110 words - 5 pages

Audience Analysis Paper
Karla Ramirez
University of Phoenix



Audience Analysis Paper
Effective communication is essential in any business to succeed. “Effective communication is all about conveying your messages to other people clearly and unambiguously. It's also about receiving information that others are sending to you, with as little distortion as possible” (Mind Tools Ltd., para. 1). Presenting any message to a group requires an individual to know the audience. Analyzing the audience will allow the sender to understand the audience motivation in addition how to connect with the audience. Prior to addressing an audience, the sender will consider the characteristics of the ...view middle of the document...

The make up of a male and female is different neurologically, emotionally, and psychologically so the reaction will differ. Women tend to view or receive a message from an emotional viewpoint vs. men will in take the message on a mental level.
There are many characteristics to look at knowledge is one of them. What is the level of education between the audience members? Depending on the level of education some concepts discuss in a presentation do not require detail explanations. Cultural characteristic is another area to consider. Many individuals make comments regarding religion and politics in a joking manner. The intention of the joke teller is to provide some comic relief. However, in some countries, such jokes about religion and politics are offensive and can alienate some people. Many things one individual considered normal for example, slang terms, abbreviation, or formats can confuse or irritate one or more members of the intended audience.
The sender can also profile his or her audience observing the psychographic characteristics. Using Values and Life Styles (VALS) to outline these characteristics can identify the audience primary motivation and resources. The idea of primary motivation is to shed some light about the attitudes and behaviors of the audience based on ideals, achievement, or self-expression. Using this tool will allow the sender to gear the message to motivate the audience through knowledge and principles or social and physical activity. Resource is another factor use to evaluate the audience. Innovation, leadership, energy play a significant part combine with demographics to determine resources, which improves or limits an individual primary motivation (Strategic Business Insights, 2010).
Communication channels
Locker and Kienzler (2008) stated, “A communication channel is the means by which you convey your message” (Chapter 2, p. 49). Determining the communication channel varies according to the circumstances such as purpose, situation and the audience. One format can work better than another each channel comes with different strengths and weaknesses. However, the sender should pick the best communication channel that will get the audience involve, fits the purpose of the message and is easy to handle. Some individual may find written communication channels easier when presenting complex detail data and can service as a permanent information record.
Other individuals prefer oral communication that provides face-to-face interaction, opportunity for open discuss, receive immediate feedback, and the ability to adjust the message fittingly. Presenting quarterly sales information at an in-person meeting...

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