DEVELOPING A CONCEPT – Audience Analysis Designer’s Name: Marina Berson

The project’s purpose and audience analyses 1. The project’s purpose is: Create an advertising campaign to boost the sale of the Jeeps among the "Grey Nomads" to travel Australia in their retirement. 2. The primary audience will be: Seniors with a good income. 3. Is the audience weighted toward a particular age? Seniors

1. The project’s purpose is: Create an advertising campaign to boost the sale of the Jeeps among the "Grey Nomads" to travel Australia in their retirement.

2. The primary audience will be: Seniors with a good income.

3. Is the audience weighted toward a particular age? Seniors

Analyzing the audience reaction and attitudes 4. In analyzing the audience reaction to your proposed ideas you have three areas to consider: Background knowledge, Needs and interests, Gender. 4.1 What do you think are the attitudes, needs, and constraints on your audience? My audience is people who are young at heart, mature, love exploration, have time and money. 4.2 What is the knowledge level of the audience? They have a lot of life experience, education.

4. In analyzing the audience reaction to your proposed ideas you have three areas to consider: Background knowledge, Needs and interests, Gender.

4.1 What do you think are the attitudes, needs, and constraints on your audience? My audience is people who are young at heart, mature, love exploration, have time and money.

4.2 What is the knowledge level of the audience?

They have a lot of life experience, education.

What will work and what will not work? 4.3 What will work? Good analysis of advantages of having Jeep. Good explanation of technical characteristics and specifications of the car. What will not work? How good they will feel if they will buy it or how bad will feel everybody else who did not have it. This is not about competition; this is about the particular needs of the customers.

4.3 What will work?

Good analysis of advantages of having Jeep. Good explanation of technical characteristics and specifications of the car.

What will not work?

How good they will feel if they will buy it or how bad will feel everybody else who did not have it. This is not about competition; this is about the particular needs of the customers.

AUDIENCE ANALYSIS WORK SHEET My objectives in relation to my audience are: I need to convince the seniors that the best way to explore Australia is on the Jeep. Attitudes that need to be considered with this particular audience include: Seniors are believed that with their life experience they do not need to be told what to do and what to buy. They want to make a decision without the media pushing them in the right direction.

My objectives in relation to my audience are: I need to convince the seniors that the best way to explore Australia is on the Jeep.

Attitudes that need to be considered with this particular audience include: Seniors are believed that with their life experience they do not need to be told what to do and what to buy. They want to make a decision without the media pushing them in the right direction.

Special needs and constraints of this particular audience 5.3 Special needs of this particular audience include. They need to feel that they found all the information themselves and made the right choice themselves. 5.4 Constraints that must be recognized when presenting to this particular audience. They do not trust advertising, so it has to be an advertorial instead. They do not like to feel the pressure, but they like to strike a good deal. 5.5 I would rate my audience's knowledge of the topic and of technical terminology to be: High 5.6 My assessment of the audience's willingness to accept the ideas I present is: Mixed

5.3 Special needs of this particular audience include.

They need to feel that they found all the information themselves and made the right choice themselves.

5.4 Constraints that must be recognized when presenting to this particular audience. They do not trust advertising, so it has to be an advertorial instead. They do not like to feel the pressure, but they like to strike a good deal.

5.5 I would rate my audience's knowledge of the topic and of technical terminology to be: High

5.6 My assessment of the audience's willingness to accept the ideas I present is: Mixed

Examples of ideas and that are likely to work well and the one cause a negative reaction 5.7 Examples of ideas and that are likely to work well: The possibility to explore the unknown, feel the chance to realize the lifelong rush for an adventure. Safety, style, comfortable ride, steady handling, high fuel mileage, advanced engineering with the four-cylinder World Engine and Continuously Variable Transaxle, and superb four-wheel-drive capability. 5.8 Examples of ideas and likely to cause a negative reaction on the part of the audience: Your next door neighbors have it, you must buy it too.

5.7 Examples of ideas and that are likely to work well: The possibility to explore the unknown, feel the chance to realize the lifelong rush for an adventure. Safety, style, comfortable ride, steady handling, high fuel mileage, advanced engineering with the four-cylinder World Engine and Continuously Variable Transaxle, and superb four-wheel-drive capability.

5.8 Examples of ideas and likely to cause a negative reaction on the part of the audience:

Your next door neighbors have it, you must buy it too.