Importance of Audience Analysis in Communication

Communication must integrate an audience analysis. Audience analysis helps ensure that
the message being passed across is adapted to the needs of the audience. An audience-centered
approach is important if the business has to reach its goals and objectives (Peters, 2015).
Audience analysis is often difficult, and this means that the business must invest in creative
imagination. The business must analyze the expectations of the audience. The demographic
characteristics will help in analyzing the expectations of the audience. In addition, the purchase
patterns can help in a thorough analysis of the audience (Peters, 2015). The expectations of the
audience, in this case, the consumers, should not be violated. Instead, the company must seek
and work towards ensuring that the market campaigns are in line with the characteristics of the
target audience.
Current Delivery Methods that Could be Improved
One of the methods that can be improved is the use of social media marketing. Social
media marketing requires consistency. A business must engage the audience in social media
platforms through posting regularly. The success of social media marketing in hinged upon
regular posts. A robust presence on Facebook can help the company reach its desired goals. The
company’s posts must appear on the customers’ news feeds (Meyers, 2017). Facebook is
currently used by many consumers as a search engine, and this means that regular posts and lots
of posts are a great way of showcasing what a business offers.
Potential Issues

MILESTONE TWO 3
There are certain legal issues that may stem from advertising. One such issue is truth in
advertising. Advertisements in the United States must be truthful, and this means that deceptive
and unfair advertisements are outlawed (Pogue, 2015). The business must, therefore, ensure that
the advertisements are truthful and not deceptive. The Federal Trade Commission Act is tasked
with ensuring that the provisions of the law in regard to the truthful advertisement.
Reaching Unintended Audiences
Advertising reaches both the intended audiences and unintended audiences. The use of
social media advertising, for example, reaches both the target customers and the general public.
The implication is that it is difficult and almost impossible for a company to only reach the
intended audience. The coupons offered by the employees may also be given to unintended
audiences.

MILESTONE TWO 4

References

Meyers, C. (2017). Social Media Influencers: A Lesson Plan for Teaching Digital Advertising
Media Literacy. Advertising & Society Quarterly, 18(2). doi: 10.1353/asr.2017.0018
Peters, J. (2015). Advertising Reach Traget Audience. Trusts & Trustees, 21(3), i4-i4. doi:
10.1093/tandt/ttv028
Pogue, D. (2015). Truth in Digital Advertising. Scientific American, 312(5), 32-32. doi:
10.1038/scientificamerican0515-32