Professional Documents
Culture Documents
Audience Analysis
This exercise requires you to identify and research the audience you would like to
target to receive information about the client.
Imagine that the press kit you produce will be available on the website, but the
materials must also be distributed to the media. To select the right outlets, you must be
able describe psychographic and demographic needs of the publics who will most benefit
from the information.
This exercise is designed to help you articulate audiences demographics and
psychographics so that the information will be positioned to meet your audiences
particular needs. You must use documented sources, which you will reference as a
journalist would. Idiosyncratic surveys and interviews WILL NOT suffice for this
exercise.
Reference the information as a journalist would; therefore, APA and Chicago and
Turabian cites are inappropriate. First-person references are also inappropriate.
Repeated failure to include sources may result in a 0 for this assignment.
Answer each of the following questions using the format provided. For the final
version, you will re-format the analysis so that it looks professional, not like a class
exercise.
1) Define your target public(s)
Married couples in their late 20s and early 30s living in the ZIP code 32224
looking to get out and about in the Jacksonville art community.
2) Give public a nickname that speaks to its demographics and psychographics (i.e.
SUV-driving soccer moms.)
Fast Track Couples
3) Provide a three-paragraph description of your publics demographics (i.e. where
they live, age, educational level, marital status, income, ZIP Code description,
etc.)
According to the database on DemographicsNow: Married couples living
in the ZIP code 32224 live in single family and town homes in Jacksonville,
Florida. This is located in Duval County. They live in moderately priced
neighborhoods such as Georgetown, Avanti and Glen Kernan Golf and
Country Club. These homes cost on average $220,000 to $329,000.
In the 32224 area, people between the ages of 25-34 make up 17.8 percent
of the population. In this area the population is 38,221. The most prevalent
race in 32224 is Caucasian, making up 79.7 percent of the population.
to be online and uses the Internet to simplify their lives. My audience finds
financial stability and being active important. Although they are financially
stable they know they need to work hard before they are well off.
7) A brief outline of the public(s) informational networks in the order that they use
information (i.e. primary source of information is network of friends; secondary
source is TV, etc.)
According to the Mosaics on DemographicsNow: The primary source
for the married couples living ZIP code 32224 is the Internet via laptop or
smartphone. These couples are not too concerned with issues unless they are
put at their front door, so news outlets such as Fox News, CNN and ABC are
not a source. However, if there is an issue they are most likely to use the
Internet to research it. Couples in this area have varying interests in
television, that range from channels such as MTV, VH1 and Spike to more
family oriented channels such as Disney, Nick at Nite and Cartoon Network.