文档介绍：Chapter 3
Audience strategy
观众(受众)策略
Case discussion:
Suppose you are writing a self-introduction to apply for a part-time job as a tutor for a teenager boy. What are you going to include in your letter?
Techniques for gearing munication toward your audience’s needs and interests.
Audience strategy
What is
?
Audience strategy includes answering five sets of questions:
Who are they?
What do they know?
What do they need?
What do they feel?
How can you motivate them?
1. Who are they?
(1) Who should be included in your audience?
Primary audience
Secondary audience
Gatekeeper
Opinion leader
Key decision-maker
思考:Suppose you are a sales rep of pany and you are
writing a proposal to sell 1) some expensive medical
instruments/2) some new medicine to a big hospital. Who
do you think are your audience?
Case study 1
李刚是一家广告公司的财务经理助理。他的老板让他起草一份关于客户新推出的一个产品市场营销策划书。为了成功起草这份报告,你认为该报告的主要对象包括哪些?
1. Who are they?
(2) How can you find
out about your
audience?

As individuals
As a group
Demographic features
Psychographic features
Each group finds mercial and analyzes the audience strategy it adopts to achieve munication objective.
Homework
2. what do they know?
How much background information do they need?
Low background needs; High background needs; Mixed background needs
How much new information do they need?
High information needs; Low information needs; Mixed information needs
What are their expectations and preferences?
Style preferences; Channel preferences; Standard length and format preferences
3. How do they feel about it?
How interested are they in your message?
What is their probable bias: positive, neutral, or negative? What are the things they might agree/disagree with?
make corresponding responses!!!

Is your desired action easy or hard for them?
Tunnel principle; progress bar principle
Spoon-feeding: make it easier for them by breaking the task
into smaller, less intimidating parts, providing practical,
manageable p