Week 2: Audience Analysis

University of Phoenix
Marketing

Audience Analysis As an associate with Cross Communications Cellular, Inc., there are always pressure- filled moments. Most recently I am in charge of presenting quarterly sales information at an in-person meeting to a group of stakeholders. These stakeholders include managers, salespeople, and customers. One meeting to address all stakeholders will be difficult but not impossible. Determining the best communication channels is only part of the challenge. I must also consider the characteristics of the audience. Additionally, it is important to be aware of the diversity of the audience. Considering this diversity, I must understand what is necessary to gain and maintain the attention of each audience member and clearly communicate the information. In the end, I must ensure the message is effective.
Characteristics of the Audience When addressing an audience of varied stakeholders it is important to consider the characteristics of each audience group. These considerations must include the diversity of the audience. However, the diversity goes beyond grouping the audience by stakeholder type. More important, is to consider the characteristics of the people. Keeping in mind neither the product, nor the message will change. However, there will be diversity among those receiving the information. Some characteristics to consider are gender, race, ethnicity, age, and physical ability. Factually men and women think differently. Taking the characteristic of gender into consideration helps cater the presentation to the difference in thinking styles. The same is true for the diversity in race and ethnicity. Remaining politically correct is important. Some terms and subject references are simply inappropriate. Although all at the meeting are stakeholders of Cross Communications, they are not all the same age. Additionally they do not process information the same. Putting together a presentation that meets the needs of all ages and information intake styles is important. Using sophisticated technology may address the needs of a younger or more technologically clever audience. However, using audio visual, and paper presentation methods are a plus for more mature or less technologically swift stakeholders. Physical ability is another characteristic consideration. The facility where the presentation takes place must be easily accessible to anyone. The presentation materials should also take potential physical challenges of the audience into consideration.
Appropriate Communication Channels Giving thought to the message, and the audience is important when choosing the appropriate communication channels. Choosing the wrong communication channel creates a negative result. In this instance there is a diverse audience. Carefully give consideration to communication channels. Presenting information regarding sales figures it is important to present the figures clearly. Here is an opportunity to provide written communication as well as audio visual communication. Written communication can be in the form of a sales report that records all figures and highlights the best of the numbers. At some point the written communication should mimic the audio visual information so that the audience can see information on a larger scale. If done correctly these means of communication are appropriate.
Considerations of a Diverse Audience The diversity of the audience requires serious consideration about how to present the necessary information. Something to consider given the diversity of the audience is learning styles. Keeping in mind that everyone learns and interprets information differently helps to determine how to deliver information. The theory of multiple learning styles developed in 1983 by Dr. Howard Gardner, professor of education at Harvard University. The theory proposes eight different intelligences to account for a broader range of human potential in children and adults (Armstrong, 2009). According Thomas Armstrong’s book Multiple Intelligences in the Classroom, these learning motivations, and styles are words (linguistic intelligence); numbers or logic (logical-mathematical intelligence); pictures (spatial intelligence); music (musical intelligence); self-reflection (intrapersonal intelligence); physical experience (bodily-kinesthetic intelligence); social experience (interpersonal intelligence), and an experience in the natural world (naturalist intelligence). Understanding the impossibility of addressing all learning styles, during this presentation there are some learning styles easily addressed. Of the eight styles, linguistic, logical, and spatial learning styles will be satisfied during the presentation. The presentation will be oral and written this is pertinent to the linguistic learner. This type of presentation is inclusive of the logical learner because the presentation concentrates on sales figures-numbers. The spatial learner will find comfort in the visual presentation.
Effectiveness of the Message Ensuring the message of a presentation is effective is dependent upon how well the information is presented. The message is said to be effective when the receiver understands the same meaning that the sender was intending to convey. For any communication in business, to be effective, it must have seven qualities. These seven attributes are the seven C’s of effective business communication (Note Desk, 2009). The seven C’s are correctness, clarity, conciseness, completeness, consideration, concreteness, and courtesy. According to Note Desk.com the definitions of the characteristics of effective communication are, • Correctness-use the right level of language; use correct grammar, spelling and punctuation; accurately state facts and figures. • Clarity-use of simple language and easy sentence structure in composing the message. • Conciseness-avoid wordy expressions and repetition. Use brief and to the point sentences, including relevant material • Completeness-the message must bear all the necessary information to bring the response the presenter desires • Consideration-demands to put oneself in the place of receiver while composing a message • Concreteness-be definite, vivid and specific rather than vague, and obscure • Courtesy-not only thinking about receiver but also valuing his feelings

These characteristic will help give an effective presentation. Another way to ensure effective communication is to set goals. Deciding what message I am trying to present and setting goals that allow me to measure if the message has been received in the manner I intended. One way to do this is to take objective of the message make it a question. For this presentation the question is “What are the numbers good or bad and what is needed to improve?” This is the question the presentation should answer in the end. If the audience is successful at answering, this question then the message of the presentation is communicated successfully.
Conclusion
Getting the point across is important when giving an in person presentation. However, there are many items to consider before, during, and after the presentation. Before the presentation consideration is given to the characteristics of the audience, the appropriate communication channels, and the diversity of the audience. During the presentation the focus is on the seven C’s of communication. The presentation must possess the characteristics of correctness, clarity, conciseness, completeness, consideration, concreteness, and courtesy. Using the seven C’s develops confidence, makes comprehension easier, saves time, brings the desired response, provides understanding of human nature, and builds goodwill.
In the end, after the preparation the result should bet the delivery of an effective message. Measuring the effectiveness of a presentation is done by setting goals. In this case, I am presenting sales figures. It is imperative to detail the figures and discuss how the company can exceed these figures. Creating a goal for this presentation is to develop a question that the presentation should answer. If the question is easily answered by the presentation, then the message is deemed successfully communicated.

References
Armstrong, T. (2009). Multiple Intelligences in the Classroom 3rd ed. Alexandria, VA: Association for Supervision and Curriculum Development
Note Desk (2009) The Seven C’s of Effective Business Communication http://notesdesk.com/notes/business-communications/the-seven-cs-of-effective-business-communication/
.