1. 3.02 Understand business publications.
The Target Audience
3.02 Understand business publications.
3.02 The Target Audience

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.
3.02 The Target Audience

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.
3.02 The Target Audience

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.
3.02 The Target Audience

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.
3.02 The Target Audience

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

7. Let’s get to work! The End
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.
3.02 The Target Audience

8. Elementary School Flyer Version A
3.02 Understand business publications.
3.02 The Target Audience

9. Elementary School Flyer Version B
3.02 Understand business publications.
3.02 The Target Audience