Understanding The Audience

LOGO

Tay Kui Fang Yeoh Mui Fern Naggajothi a/p Perumar Lee Pei Tze Sulovhana Das a/p K T Onirudhoo

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INTRODUCTION  The audience persuasive messages today potentially anonymous, and able to circumvent the persuasive process.

large,

 Before the use of media a persuader spoke to an immediate audience, who relayed the persuader’s message to others thought word of mouth.  Now people

persuader message is broadcast to millions of

 Technology makes it possible for persuaders to understand their audience as never before.

Question…  How many of you have considered how you will pay for your PTPTN?

UNDERSTANDING THE AUDIENCE

THE AUDIENCE IN THE MEDIA AGE -Technology has made the audience a prominent feature in the persuasive process. -Audience play an active role in the co-creation of meaning. -Persuaders use audience analysis to understand their audiences and adapt their messages.  Size - Media audiences are potentially very large (Jamieson & Campbell,1997)  Narrowcasting Versus Broadcasting . - Narrowcasting - targeting performing at small, narrowly define audience – allows persuaders taaqo reach ideal target audiences for their messages. - Broadcasting - an attempt by network executives to attract a demographically more diverse audience.

 Primary Versus Secondary Audiences • Primary audience for a persuader’s messages may be large, secondary audiences make the total number of audience member even larger.  Anonymity • Whether large or small, audiences are usually anonymous (Jamieson & Campbell, 1997). Media sources cannot see their audience, creating distance between the source and their receiver.  Taking Control • Media age provides audience members with the opportunity to create their own messages, independent of media organizations. • Media audiences are potentially large, although their size can be determined, in part, by how persuaders create messages.

UNDERSTANDING THE AUDIENCE

AUDIENCES AND ATTITUDES 

James Price Dillard (1993) contends that all of the questions central to persuasion examine how messages relate to the audience attitudes.

 Defining Attitude • Martin Fishbein and Icek Ajzen (1975) provide definition of attitudes: “a learned predisposition to respond in a consistently favorable manner with respect to an object”. o Attitudes are: • Evaluative • Learned • Predisposition • Flexible stability

Attitude Formation 

Based upon or generated from three type of information: cognitive information, effective/ emotional information, and past behaviors.

 Cognitive Information  is often called a belief (true or false).  Milton Rokeach (1968) writes that belief cannot be observed; instead, we observe a person’s words and actions to infer their beliefs.  Rokeach identified five types of beliefs. I. “Type A : Primitive Beliefs, 100 Per Cent Consensus,” II. “Type B : Primitive Beliefs, Zero Consensus” III. “Type C : Authority Beliefs,” IV. “Type D : Derived Beliefs V. “Type E : In consequential Beliefs”

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Affective / Emotional Information  Attitudes is affective / emotional information, including emotions, needs, and values.  Our attitudes are formed based on feelings that are independent from our beliefs (Zanna & Rempel, 1988).

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Past Behaviors  comprised of information about past behaviors.

Changing Attitudes Cognitive information (beliefs) Affective / emotional information (emotions, needs, values)

Attitude

Behavioral intention

Behavior

Past behavior  

An audience member’s attitude is the linchpin to changing audience behavior. Murray G. Millar and Karen U. Millar (1990) - attitudes formed by cognitive information easily changed by affective information than by new cognitive information.

UNDERSTANDING THE AUDIENCE

Audience Analysis  Audience analysis –process by which persuaders break down their audience into small, observable units.  Audience analysis serves two functions: • i) Learn about audiences in order to communicate effectively to them. • ii) Persuaders use audience analysis to create their audiences

Adapting To Audiences  Adapting To Audiences –persuader change the attitudes of the audience .

Creating Audience  Creating Audience -persuaders always create audiences that have attitudes consistent with their messages.

UNDERSTANDING THE AUDIENCE

Polling  Polling –use of statistical theory to assume some characteristic of a population based on a survey of a representative sample of that population.  Poll are conducted by mail ,by telephone ,or face to face .

Functions Of Polling  Audience polling serves three purposes: i) to assess audience attitudes ii) to evaluate the effectiveness of a message iii) to prove persuasive arguments

Assessing polling  Four ways to asses polling: 1) assess the degree to which respondents are likely to be informed about the topic of poll 2) Examine the wording of the question to assess the degree to which it contains loaded phrasing 3) Consumer should assess the poll sample 4) Examine the end of product of the poll

UNDERSTANDING THE AUDIENCE

1. Demographics        

Age Gender Race Sexual Orientation Marital status Income Religion Education

2. Psychographics  combines demographic information about an audiences with information about their attitudes, opinions, and interests (Heath, 1996)

Psychographic instruments

William Wells’s Attitudes, Interests, and Opinions (AIO) survey

Yankelovich MONITOR

SRI International VALS 2

Values And LifeStyles Program (VALS 2)  8 segments  Actualizers, Fulfilleds, Achievers, Experiences, Believers, Strivers, Makers, and Strugglers.

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2 variables  Self-orientation (primary motivation): i. ii. iii.

Principle-oriented consumers (ideals) Status-oriented consumers (achievement) Action-oriented people (self-expression)

 Resources - psychological, demographic, income, self-confidence, intelligence & etc.

Abundant Resources

Actualizers -high income -high self-esteem

Fulfilled

Achievers

Experiencers

-well educated -open minded

-family & work -image-conscious

-young/ enthusiastic -rebellious

Principle

Status (Orientation)

Believers

Strivers

-conservative -trust authority

Minimal Resources

-want more money -unsure

Strugglers -low education & skills -cautiously worried

Action Makers -work with hands -self-sufficient

Audiences Surveys tools Focus Groups

Quantitative Analysis

Qualitative Analysis

Personification

Concept Mapping

Collages

i.Focus Groups

A focus group involves encouraging an invited group of participants to share their thoughts, feelings, attitudes and ideas on certain subject.

ii. Personification

iii. Concept Mapping - A visual map is formed to depict consumer’s ideas how certain product & brands are related to each other.

-researchers now using computers to organize the results of such mental mapping now.

iv. Collages

A collage is a work of formal art, primarily in the visual arts, made from an assemblage of different forms, thus creating a new whole.

3. Geodemographics  Takes psychographics one step further by showing where particular demographic groups live.  e.g Billboards

 Advertising in bus shelters, city buses and subway platforms.

-In each of the 12 markets tested, sales have increased 50%.

4. Segmenting Internet Audiences  Cookies  A line of software code that is placed in a file on your computer when you access a site that uses cookie technology.  3 functions of cookies: i. ii. iii.

Retaining ordering information Tracking site navigation Personalizing Web pages

5. Other Methods of Audience Segmentation  Not efficient predictors of audiences  Make several Observations

UNDERSTANDING THE AUDIENCE

RATINGS i. TELEVISION • • •

The Nielsen ratings are the primary way the television industry learns about its audiences provides additional information to networks and advertisers Advertising placed on shows that draw large numbers of Gold viewers

ii. RADIO • •

Radio station rely largely on Arbitron ratings Arbitron is experimenting with a personal portable meter(PPM)

iii. THE PRINT MEDIA •

Advertising rates for newspapers and magazines(ABC)

iv. THE INTERNET •

The Nielsen//Net Ratings method used to measure Internet audiences

CONCLUSION  Audience members have attitudes.  Attitudes are composed of cognitive, affective & behavioral information.  Important for persuaders to understand the attitudes of their audiences.  Using tools of audience analysis, persuaders can infer the attitudes of their audience.