LOGO

Tay Kui Fang 101751

Yeoh Mui Fern 110990
Naggajothi a/p Perumar 112411
Lee Pei Tze 114267
Sulovhana Das a/p K T Onirudhoo 115178
INTRODUCTION
 The audience persuasive messages today potentially large,
anonymous, and able to circumvent the persuasive process.

 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 persuader message is broadcast to millions of

people

 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”
 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).

 Past Behaviors
 comprised of information about past behaviors.
Changing Attitudes

Cognitive information
(beliefs)

Affective / emotional
information Attitude Behavioral Behavior
(emotions, needs, intention
values)

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.

 2 variables
 Self-orientation (primary motivation):
i. Principle-oriented consumers (ideals)
ii. Status-oriented consumers (achievement)
iii. Action-oriented people (self-expression)
 Resources
- psychological, demographic, income, self-confidence, intelligence
& etc.
 Abundant
Actualizers
Resources
-high income
-high self-esteem

Fulfilled Achievers Experiencers

-well educated -family & work -young/ enthusiastic
-open minded -image-conscious -rebellious

Principle Status Action

(Orientation)
Believers Strivers Makers
-conservative -want more money -work with hands
-trust authority -unsure -self-sufficient

Strugglers
Minimal -low education & skills
-cautiously worried
Resources
Audiences Surveys tools

Focus Groups

Personification
Quantitative Qualitative
Analysis Analysis
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. Retaining ordering information
ii. Tracking site navigation
iii. 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.