Audience and Persuasion Exercise

Part I: Audience Research

Based on your assigned topic, you and a partner will choose a segment of the popula-

tion to research. This segment will be referred to as your audience.

The segments below are samples. You must choose one segment from each column to

create your audience. If you have ideas for other segments, ask for approval.

Age Relationship

Gender Ethnicity Education Income

10-19 In relationship

Male African American

High School Low income

20-34 Single Female Latino College Middle income

35-65 Married / Partnered

LGBTQ Asian Upper income

65+ Euro AmericanMiddle Eastern

Using resources from the U.S. Census Bureau, think tanks and research firms like Pew

and Nielson Corporation, research the demographic and psychographic characteristics

of your selected audience.

Using similar resources, you will also research their media habits.

Questions you might consider include:

▪ How many people make up your audience?

▪ What are their television viewing habits and preferences?

▪ What are their Internet habits and preferences?

▪ What are their social media habits?

▪ What are their radio listening habits?

▪ What is their median income?

▪ What are their religious identifications?

▪ What are their ideological identifications?

▪ What are the most common occupations?

▪ Where do they like to shop?

▪ What television shows are they watching?

▪ What are their educational characteristics?

▪ What movies are popular amongst them?

Part II: Persuasive Message

Based on the research findings of your audience you will create a sample message

about your assigned topic for three media platforms. Research how similar messages

are created for your audience. Of the three media platforms, you must decide which

platform is the most effective for your audience and why. If your media choice differs

from the research, you must argue why your selection is the best.

Present your persuasive message and a media platform sample to the class. For exam-

ple, if you choose radio advertisement, write a commercial script and record it to present

to the class. If you choose a television commercial, create a storyboard.

Part III: Presentation

In a 7-10 minute presentation, you will present your audience research AND your sam-

ple messages to the class. In your presentation, be sure to include which medium is the most effective for your audience.

You will be graded on the following criteria:

▪ Depth of research

▪ Understanding of demographics

▪ Understanding of psychographics

▪ Findings on media use

▪ Use of secondary research in your message

▪ Persuasiveness of message

▪ Effectiveness of your message

▪ Appropriateness of your platforms

▪ Preparedness of your presentation

▪ Personal Appearance and Manner: Professional, Business Attire (Don’t ask, look

it  up.)

Presentations will be in class on Thursday, Feb. 15.