The Target Audience

1
The Target Audience

• 3.02 Understand business publications.

2
Traits of the Target Audience

• Once the type of publication is determined, the
  next step is to examine the target audience.
• Although a target audience can be characterized
  by many traits, we will only cover the following
  three in this objective
• Age
• Educational background
• Interests
• Group membership

3
Age

• What is the age group?
• Elementary
• Preteen
• Teen
• Young adult
• Mature adult
• Senior citizen
• Look at the two versions of an elementary school
  flyer and discuss which one is more appropriate.
  Version A or Version B?

4
Educational Background

• 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.
• Think about the amount of text you use on a
  publication and remember, less is more! Be
  concise and get to the point.

5
Common Interests

• Does the group as a whole share common interests,
  such as knitting, bowling, stamp collecting, or
  fly fishing?

6
Group Membership
Is the target audience a member of a particular
group?

• Special Interest Groups
• Gaming
• Boy Scouts
• Gardening
• Harry Potter

• Other Groups
• Religious
• Ethnic
• Political
• Sports
• Sorority

7
Lets get to work!

• Use your new knowledge about the target audience
  along with design principles in the next
  activities to develop some publications!

The End
8
Elementary School Flyer Version A
9

• Elementary School Flyer Version B