ANALYZING YOUR

AUDIENCE
CHAPTER 2
- Gatekeeper
- Primary audience
- Secondary audience
- Auxiliary audience
- Watchdog audience
Complete the Identifying Audiences
activity on page 48 of our textbook.
Kent, Carol and Jose are planning to start a
website design business. However, before
they can get started, they need money. They
have developed a business plan and are
ready to seek funds from financial
institutions for starting their small business.
Barbara’s boss asked her to write a direct-
mail letter to potential customers about the
advantages of becoming a preferred member
of their agency’s travel club. The letter will
go to all customers of the agency who are
more than 65 years old.
Sharon, Steven’s boss at Bigster
Corporation, has asked him to write an
email for everyone in her division informing
them of HR’s new mandatory training
sessions on new government regulations
affecting Bigster’s services.
Common
Sense Empathy
LEVELS OF ANALYSIS

INDIVIDUALS GROUPS ORGANIZATIONS

 LEVELS OF ANALYSIS

-Talk with them

-Get to know them, whether in person or

through research

- Myers Briggs
- Extroversion – Introversion
- Sensing – Intuition
INDIVIDUAL - Thinking – Feeling
- Judging - Perceiving
S
LEVELS OF ANALYSIS

- Identify audience as a group

- How do you relate to them?
- “Customers that are of
retirement age”
- “Employees with small children.

GROUPS What do they have in common?

LEVELS OF ANALYSIS

Map profile of group features:

Demographic (quantity) features

Age, gender, education, income, culture

Psychographic (quality) features

Values, beliefs, goals, lifestyles
GROUPS
LEVELS OF ANALYSIS

Organizational culture: set of

values, attitudes, and
philosophies

- Can be found in:

- Employee handbooks
- Organizational Structures
ORGANIZATIONS - Policy Manuals
- Benefit Packages
- Interviews with Employees