Target audience and types of media

1. Mehedi Hasan

2.  Discuss the process of audience analysisDiscuss the process of audience analysis
 Share types of media & materialsShare types of media & materials

3. Audience Analysis
KNOWKNOW
YOURYOUR
AUDIENCEAUDIENCE

4. Audience Analysis
PUT YOURSELF INPUT YOURSELF IN
YOUR AUDIENCE’SYOUR AUDIENCE’S
SHOESSHOES

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

8. Expectations from Audience
5. Advocacy
4. Practice
3. Intention
2. Approval
1. Knowledge

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

11. MediaMedia SelectionSelection
Types ofTypes of
mediamedia

12. Types ofTypes of
mediamedia
•PrintPrint
•OutdoorOutdoor
•ElectronicElectronic
•CommunitCommunit
yy

13. Types ofTypes of
mediamedia
Print media
Poster
Leaflet
Brochure
Booklet
Flipchart
Dangler
Desk Calendar
Wall CalendarWall Calendar
News PaperNews Paper
Detail cardDetail card
News letterNews letter

14. Types ofTypes of
mediamedia
Outdoor media
• Billboard
• Signboard
• Boat branding
• Wall painting
• Banner

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.

18. Thank YouThank You