2. Discuss the process of audience analysisDiscuss the process of audience analysis
Share types of media & materialsShare types of media & materials
5. How to Analyze Audience
Look at the big pictureLook at the big picture
Select an audience segment according to yourSelect an audience segment according to your
preferences and appreciation of thepreferences and appreciation of the
communication situationcommunication situation
Describe the audience segment that you selectedDescribe the audience segment that you selected
6. Effective Communicators
Identify clearly the specific audience segmentsIdentify clearly the specific audience segments
that they aim to reachthat they aim to reach
Seek to understand what their audiences know,Seek to understand what their audiences know,
feel and dofeel and do
7. Effective Communicators
Define the perceived benefits that can moveDefine the perceived benefits that can move
specific audiences to actspecific audiences to act
Put themselves into the shoes of their audiencesPut themselves into the shoes of their audiences
9. Methods of Audience Analysis
Review of literatureReview of literature
Socio-demographic surveySocio-demographic survey
Focus group discussionFocus group discussion
Sample surveySample survey
Values and Life-styles researchValues and Life-styles research
10. Types of Target Audience
• Primary Audience: Direct BeneficiariesPrimary Audience: Direct Beneficiaries
• Secondary Audience: Gate Keepers who have a positiveSecondary Audience: Gate Keepers who have a positive
rolerole
• Tertiary Audience: Policy and Decision MakersTertiary Audience: Policy and Decision Makers
15. Types ofTypes of
mediamedia
Electronic Media
• TelevisionTelevision
• RadioRadio
• InternetInternet
• Local cable channelsLocal cable channels
• SMSSMS
• Face book and other social mediaFace book and other social media
16. Types ofTypes of
mediamedia
Community based Media
• Community Sensitization meeting
• Group meeting
• Counseling
• Peer education
• Education institution based meetingbased meeting
• Street TheaterStreet Theater
• Community RadioCommunity Radio
17. Types ofTypes of
mediamedia
Media Mix
Media Mix is a communication approach
that utilizes multi-channel (print, electronic,
outdoor etc.) and multi-level interventions
to achieve the desired objective. This
approach is very effective that has long
lasting impact.