Mehedi Hasan
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Mehedi Hasan
Discuss the process of audience analysisDiscuss the process of audience analysis
Share types of media & materialsShare types of media & materials
Audience Analysis
KNOWKNOWYOURYOUR
AUDIENCEAUDIENCE
Audience Analysis
PUT YOURSELF IN PUT YOURSELF IN YOUR AUDIENCE’S YOUR AUDIENCE’S
SHOES SHOES
How to Analyze Audience
Look at the big pictureLook at the big picture
Select an audience segment according to your Select an audience segment according to your preferences and appreciation of the preferences and appreciation of the communication situationcommunication situation
Describe the audience segment that you selected Describe the audience segment that you selected
Effective Communicators
Identify clearly the specific audience segments Identify 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
Effective Communicators
Define the perceived benefits that can move Define 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
Expectations from Audience
5. Advocacy 4. Practice
3. Intention
2. Approval
1. Knowledge
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
Types of Target Audience
• Primary Audience: Direct BeneficiariesPrimary Audience: Direct Beneficiaries
• Secondary Audience: Gate Keepers who have a positive Secondary Audience: Gate Keepers who have a positive rolerole
• Tertiary Audience: Policy and Decision MakersTertiary Audience: Policy and Decision Makers
MediaMedia SelectionSelection
Types ofTypes of
mediamedia
Types ofTypes of
mediamedia
•PrintPrint
•Outdoor Outdoor
•ElectronicElectronic
•CommunitCommunityy
Types ofTypes of
mediamedia
Print media
PosterLeafletBrochureBookletFlipchartDangler
Desk Calendar Wall CalendarWall CalendarNews PaperNews PaperDetail cardDetail cardNews letterNews letter
Types ofTypes of
mediamedia
Outdoor media
• Billboard• Signboard• Boat branding• Wall painting• Banner
Types ofTypes of
mediamedia
Electronic Media
• TelevisionTelevision• RadioRadio• InternetInternet• Local cable channelsLocal cable channels• SMSSMS• Face book and other social media Face book and other social media
Types ofTypes of
mediamedia
Community based Media
• Community Sensitization meeting • Group meeting• Counseling• Peer education• Education institution based meetingbased meeting• Street Theater Street Theater • Community RadioCommunity Radio
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.
Thank YouThank You
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