Audience characteristics Strategy is to reach the intended target audience with the minimum of waste Marketing strategist needs to know Media distribution(number of copies) Media audience compostion Advertising exposure Advertising perception Consumer response Copyright 2001 by Harcourt, Inc. All rights reserved 0-11Copyright © 2001 by Harcourt, Inc. All rights reserved. 20-11 Audience Characteristics Strategy is to reach the intended target audience with the minimum of waste. Marketing strategist needs to know • Media distribution (number of copies) • Media audience compostion • Advertising exposure • Advertising perception • Consumer response