Appealing to audiences
Transcript of Appealing to audiences
Appealing to different Audiences
Audience Targeting Methods
Maslow’s Hierarchy of Needs
Physiological needs - Food, drink, sleep, sex, relief from pain Safety needs - Security, freedom, protection from danger, order Love and belonging needs - Friends, companions, family, being part of a group Esteem needs - Respect, affirmation of others, self-worth, admiration, self-confidence, self-acceptance Self-actualisation needs - Develop or fulfil one’s potential, do what one is best suited to, discover “truth”, create “beauty”, produce order, promote justice
Tools of PersuasionHumour – Feel-good associations
Repetition - Memorability
Shock Tactics – Memorability and discussion
Sex – Titillation, feel-good associations and aspiration
Stereotypes - Recognisability
Intertextual references – Association and making us feel clever
Music - Memorability
Elite People – Aspiration, admiration and trust
Persuasive Devices
Reward
Punishment – Playing on our fears
Responding to our needs
Responding to our aspirations
Guarantees of quality from brand reputation