Chapter 2 - Adapting your message to your audience. In this chapter, we will address the following questions: How to identify your audience, ways to analyze different kinds of audiences, how to choose channels to reach audiences, how to adapt your message to the audience, how to characterize good audience benefits, how to create audience benefits, how to communicate with multiple audiences. | Chapter 2 Adapting Your Message to Your Audience Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Chapter 2 Learning Objectives LO 2-1 How to identify your audience LO 2-2 Ways to analyze different kinds of audiences LO 2-3 How to choose channels to reach audiences LO 2-4 How to adapt your message to the audience LO 2-5 How to characterize good audience benefits LO 2-6 How to create audience benefits LO 2-7 How to communicate with multiple audiences Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- A person can be in two audiences Identify Your Audiences Gatekeeper Primary Secondary Auxiliary Watchdog Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyze Your Audiences Individuals Group members Demographics Psychographics Organizations Culture Discourse community Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyze Individuals People | Chapter 2 Adapting Your Message to Your Audience Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Chapter 2 Learning Objectives LO 2-1 How to identify your audience LO 2-2 Ways to analyze different kinds of audiences LO 2-3 How to choose channels to reach audiences LO 2-4 How to adapt your message to the audience LO 2-5 How to characterize good audience benefits LO 2-6 How to create audience benefits LO 2-7 How to communicate with multiple audiences Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- A person can be in two audiences Identify Your Audiences Gatekeeper Primary Secondary Auxiliary Watchdog Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyze Your Audiences Individuals Group members Demographics Psychographics Organizations Culture Discourse community Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyze Individuals People you work closely with Myers-Briggs Type Indicator – preference test that shows 4 types Extrovert-Introvert Sensing-Intuitive Thinking-Feeling Judging-Perceiving Which type are you? ISTJ ISFJ INFJ INTJ ISTP ISFP INFP INTP ESTP ESFP ENFP ENTP ESTJ ESFJ ENFJ ENTJ Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyze Group Members Focus on common features Map profile of group features Demographic (quantity) features Age – Sex – Education – Income – Race Psychographic (quality) features Values – Beliefs – Goals – Lifestyles VALS (Values & Lifestyle) profile used Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- Analyze Organizations Organizational culture – set of values, attitudes, and philosophies Shows in myths, stories, heroes, & documents Shows in use of space, money, and power Multimedia Lecture Support Package to Accompany Basic Marketing Lecture Script 6- To Analyze Organization Culture, Ask. Is .
