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.
Knowledge of the Target Audience is critical to effective communication through publications.
3.02 The Target Audience

3. Traits of the Target Audience
The identifying characteristics of the Target Audience provide the “hooks” for grabbing their attention by appealing to their
Age
Ability
Special interests, and
Group Membership
3.02 The Target Audience

4. Traits of the Target Audience
Although a Target Audience can be characterized by many traits, we will only cover the following four in this objective:
Age
Educational background (ability)
Interests
Group membership
3.02 The Target Audience

5. Age of the Target Audience
What is the general age group ?
Elementary
Preteen
Teen
Young adult
Mature adult
Senior citizen
Is the publication being prepared for
young children to entertain them and tell a story at a birthday party?
Is it for a classroom to inform students about a topic?
3. The age of the Target Audience will
assist in choosing Design Elements that
will be used in the publication.
3.02 The Target Audience

6. Age of the Target Audience
Look at the two versions of an elementary
school flyer and discuss which one is more
appropriate. Version A or Version B?
3.02 The Target Audience

7. Educational Background of the Target Audience
What is the general Education Level of the Target Audience?
If it can be defined, knowledge of the Educational Background will determine the amount of text, word choices, and amount of graphics used in the publication.
Remember, less is more!
Be concise and get to the point.
3.02 The Target Audience

8. Educational Background of the Target Audience
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.
3.02 The Target Audience

9. Common Interests of the Target Audience
Does the Audience (group) as a whole share Common Interests, such as knitting, doll collecting,
bowling, stamp collecting, kayaking, or
fly fishing?
3.02 The Target Audience

10. Group Memberships Does the Audience share similar Group Memberships?
Is the Target Audience a member of a particular group?
Does the Audience share similar Group Memberships?
Other Groups
Religious
Ethnic
Political
Sports
Sorority or Fraternity
Special Interest Groups
Boy Scouts
FBLA
Gaming
Gardening
Harry Potter
3.02 The Target Audience

11. 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 The Target Audience

12. Elementary School Flyer Version A
3.02 The Target Audience

13. Elementary School Flyer Version B
3.02 The Target Audience