Hypodermic needle theory

This are ideologies passed or injected directly to the audience who are seen as passive. The media in
this theory is taken to be a powerful tool. Though the ideology is outdated it explains how the
audience’s thoughts and behavior are influenced because the message is accepted and not
challenged.

Active theory

This theory shows audience as aware of what they want they actively choose what they want to see
or listen to what media they want to engage within this theory the message can be challenged by
the audience.

Two step flow Theory

This theory involves an opinion leader who receives the message from the media creates an opinion
about it an shares his/her opinion with passive audience who usually believe it as truth example
reading a book review may influence your view on the book.

Uses and gratification

In this theory the audience actively choose the media they will engage with depending on their
needs and wants this are usually determined by their need for entertainment as diversion, their
need of knowing what is going on around them which is surveillance, their need to interact with
other which is a human trait which is personal relationships, their need to relate with issues that
they feel align with their values and beliefs which is personal identity.

Cultivation theory

This theory deals with the long term effect of media use. The audience are believed to be more
susceptible to media messages and they believe that they are real and true. Audiences who are
exposed to a lot of violence shown in the media are said to believe that the world is a far worse and
dangerous place then it actually is.
Audience Analysis helps in understanding Your Market which entails the organisations current
customers and future prospects. It provides the organisation with the characters of thier audiences
from their demographics to psychographics, behaviours and interests.

Audience analysis enables the organisation in Targeting their audinces Knowing your audience
enables one to target the right group of audience to evaluate who will be intrested in the product
you are selling which allows the organisation to strategize for that specific audience therefore
attracting the right consumers to your organisation .

Audience analysis helps in product promotion knowing your audience helps you to promote your
product with content that appeals to your audience advertising can be expensive and some
organisation may not afford to advertise by knowing what your audience wants it is easier to appeal
to them using their likes eg some selling t.vs may show the audeinces favourites music videos.

Reach Out To Your Customers With the growth of social media over the past decade, communication
has drastically changed. Sending emails and using telemarketing is no longer enough to reach
consumers. Nowadays, you need to be active on social networks and mainstream media to have an
impact and raise your brand awareness. One of the benefits of audience analysis is its ability to
understand the media consumed by your target audience. You can then learn what social network
they use most, which magazines they like to read, which type of media they prefer, and more. By
adapting to their preferences, you have a greater chance of engaging your target

Benefits of Audience Analysis Over Traditional Market Research

Time Savings

Audience analysis tools are time-savers. Traditional market research can take months or even years
to complete. After identifying your problem/opportunity, the process usually involves developing a
research plan, collecting data, analyzing this data, and so on. Audience analysis tools eliminate these
lengthy steps, giving you direct access to actionable insights. Forget about the long hours spent
creating surveys or managing focus groups. With audience analysis software, you can get all
information about your potential and existing customers within minutes.

Cost Efficient

In addition to being time-consuming, traditional market research can become very expensive in no
time. Whether you’re interviewing people or running experiments, the budget will always be high if
you want accurate results. However, with audience analysis, you obtain precise information at a
lower cost. Since the technology is fully-automated, there is no wait time or effort to collect data,
therefore the costs are lower than traditional methods.

Complete Data

Audience analysis empowers you with quality data that you can’t get from other sources. The
traditional market research methods will only gather information when a person is asked for that
specific information (for example, through a survey). The probability that the information will be
biased or not entirely correct is very high. Additionally, people might not be willing to share as much
as they do on social media sites. On the flip side, audience analysis empowers you with large
amounts of quality data and real-time data. Take Facebook for example. Facebook collects various
information about their 1.7 billion users around the world, and this data is leveraged through
audience analysis. Facebook has insight into interactions with the platform, location information,
activity on partner sites, and more. This 360-degree view of your target audience is critical.