1. The Target Audience 3.02 Understand business publications. 1

2. Slide 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. Slide 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

4. Slide 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

5. Slide 5 Age of the Target Audience  What is the general age group ? Elementary Preteen Teen Young adult Mature adult Senior citizen 1.Is the publication being prepared for young children to entertain them and tell a story at a birthday party? 2.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.

6. Slide 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?Version A Version B

7. Slide 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.

8. Slide 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.

9. Slide 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?

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

11. Slide 11 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!

12. Slide 12 Elementary School Flyer Version A

13. Slide 13 Elementary School Flyer Version B