1. Erika Louise Tolputt 18.10.11
Target Audience
What is the Target Audience?
The target audience is ultimately a specified audience or demographic group for which an advertising
message is designed. The target audience of this commission is the delegates that will be attending
the European Sales and Marketing Conference; this means that the target audience is based around
business attire.
Layout
The layout of the welcome letter and agenda needs to be rather basic because the delegates
attending the conference are of mixed nationalities and to be fair on all the delegates the layout must
be simple so that all the delegates can understand the welcome letter and agenda.
Font
The fonts in the welcome letter and agenda need to be varied although the important information must
be of a large proportion as the words and phrases need to be highlighted in a large font so that all the
delegates can clearly read and understand the written words on the welcome letter and agenda. The
other fonts such as the title and subtitles can be in a font that is professional as it is being handed out
at a business conference although it can be creative so that the target audience can appreciate the
hint of colour and life into the welcome letter and the agenda.
Images
The images that are essential to be featured on the welcome letter and on the agenda in the
businesses logo which states “Toshiba, Leading Innovation” which is vital to be included as this is
what was requested from the business and it gives the business more recognition at the conference, it
also relates to the target audiences need for attending the conference. The other images that could
be featured in the welcome letter and on the agenda are an image of one of the most famous Lisbon
monuments;which is what was required for the commission, welcome letter and the agenda.
Text
The text in the welcome letter and in the agenda has to be sharp and simple as the target audience
just need the basic information that is required for the conference and the more simple it is the easier
it will be to understand for the target audience. The text should also be centred in the middle of each
page as it is more outstanding to the target audience which will help the page to be more vibrant yet
still simple and easier to read and understand.
Language
The language of the welcome letter and agenda has to be simple and blunt so that all the target
audience can understand and does not have to focus so much on unpicking complicated English text.
The language must be in English with the exception of the title of the welcome letter which is in
Portuguese to support the location in which the conference is situated.
Colour
The colour in the welcome letter and agenda need to be rather bland within the text so it is clear and
easier to understand, although colour can be used in the logo and branding of the business. The
colour that should be used in the welcome letter and agenda is the colours either based around the
country where the conference is based or the colours of the monuments which is part of the main
criteria from the brief.
BTEC Creative & Media Commission