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Audience theory offers explanations of how people encounter media, how they use it, and how it affects them. Although the concept of an audience predates modern media, [1] most audience theory is concerned with people’s relationship to various forms of media. There is no single theory of audience, but a range of explanatory frameworks.
Applying the media engagement framework aids in the development and management of an effective online marketing presence leveraging social media to engage a market or audience. [6] By first personifying the audience, the marketer is able to identify the limiting aspect of the engagements possible with that audience segment and then, understand ...
Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change. [4] Audience segmentation makes campaign efforts more effective when messages are tailored to the distinct subgroups and more efficient when the target audience is selected based on their susceptibility and ...
The AIDA marketing model is a model within the class known as hierarchy of effects models or hierarchical models, all of which imply that consumers move through a series of steps or stages when they make purchase decisions. These models are linear, sequential models built on an assumption that consumers move through a series of cognitive ...
(The audience share is normally calculated by dividing a given channel's average audience by the average audience of all channels). Audience potential: The total number of people in a given geographical area who conform to a specific definition, such as the number of people with a television (or radio) set or the total number of people aged 6 ...
Traditionally, mass marketing has focused on radio, television and newspapers as the media used to reach this broad audience. By reaching the largest audience possible, exposure to the product is maximized, and in theory this would directly correlate with a larger number of sales or buys into the product. [citation needed]
Structures describe the translation of corporate governance into effective management and efficient processes. Activities refer to the development and application of corporate policies, strategic programmes, and operational tasks (e.g. marketing activities like acquiring customers or performing customer service).
Supporting this view, other theories combine the concepts of active audience theory and the effects model, such as the two-step flow theory where Katz and Lazarsfeld argue that persuasive media texts are filtered through opinion leaders who are in a position to 'influence' the targeted audience through social networks and peer groups.