The Target Audience

1. The Target Audience 3.02 Understand business publications.

2. Traits of the Target Audience • Once the type of publication is determined, the next step is to examine the target audience. • Although a target audience can be characterized by many traits, we will only cover the following three in this objective: • Age • Educational background • Interests • Group membership 3.02 Understand business publications.

3. Age • What is the age group? • Elementary • Preteen • Teen • Young adult • Mature adult • Senior citizen • Look at the two versions of an elementary school flyer and discuss which one is more appropriate. Version A or Version B? 3.02 Understand business publications.

4. Educational Background • If you think back to the previous flyers of the elementary school, what do you think about the educational level of the target audience? • Can the audience read well? • Their vocabulary is probably limited, so more age appropriate graphics were used to convey the message than text. • Think about the amount of text you use on a publication and remember, less is more! Be concise and get to the point. 3.02 Understand business publications.

5. Common Interests • Does the group as a whole share common interests, such as knitting, bowling, stamp collecting, or fly fishing? 3.02 Understand business publications.

6. Special Interest Groups Gaming Boy Scouts Gardening Harry Potter Other Groups Religious Ethnic Political Sports Sorority Group Membership Is the target audience a member of a particular group? 3.02 Understand business publications.

7. Let’s get to work! • Use your new knowledge about the target audience along with design principles in the next activities to develop some publications! The End 3.02 Understand business publications.

8. Elementary School Flyer Version A 3.02 Understand business publications.

9. Elementary School Flyer Version B 3.02 Understand business publications.