Audience Characteristics

Topics: Knowledge, Audience, Audience theory Pages: 5 (1208 words) Published: August 2, 2013
Audience Characteristics

When preparing a presentation concerning sales data to a diverse group of managers, sales persons, and customers; attention to the differences and similarities of the group need to be considered. The amount of technical information and understanding among the differing groups varies and this requires the ability to formulate a presentation that puts an emphasis on finding the way to communicate the information to each individual within the group that is easily understandable. This presentation also needs to maintain the ability to entertain the audience members and hold the attention of each of them. To understand this requirement best, an analysis of the breakdown of the various groups within the audience and their unique needs bear examination. When presenting the data, be mindful of the likelihood that customers within the audience are limited in their familiarity with the topic (Wisc-Online, 2009). It would be beneficial to use illustrations to highlight the main ideas of the presentation. Use of analogies can be beneficial and technical terminology within the presentation is best if usage is limited and usage of technical terminologies needs to explanation if presented within the presentation (Wisc-Online, 2009). Lay persons will also have a better understanding of the data if presented in a narrative manner rather than a strictly technical presentation of the data (Wisc-Online, 2009). As the least informed individuals within the group the presenter will need to take care to ensure their understanding of the data because it can be argued that the customers is an organizations greatest asset. Other social groups within the audience also have requirements of their own that are of equal importance.

As the higher-level managers within the company and top-level decision-makers, executives are much the same as the nonprofessional in their understanding of the technical aspects of the information. These individuals will be most concerned with the practical implications of the data and what effect this will have on their need to make important decisions based on the information within the presentation (Wisc-Online, 2009). The data needs to convey this information clearly to the executive in a manner that illustrates cause and effect so that as the decision-makers for the organization these decisions can be made based off the presentation. The data must also maintain the technical information necessary for understanding by the experts within the group.

In giving a sales presentation, the individuals within the group that would be most knowledgeable of industry terminology are likely to be the sales persons and lower to mid-level managers. In preparing the presentation, incorporation of graphs and tables that communicates the data in a complete and accurate manner would be beneficial (Wisc-Online, 2009). The experts' interest in the data will focus on the cause and effect of the information and the new ideas they derive from the presentation (Wisc-Online, 2009). Having the knowledge of the differences and similarities of the groups' make-up is a suitable beginning on preparing an effective presentation. Another consideration is the demographic make-up of the members of each group and the individual requirements of each in understanding the data.


Understanding the demographic make-up of the audience will help in formulating a presentation that allows for communication of the data in the most effective manner. Their age, gender, and education are the key demographics to consider (Pearson, 2009). Understanding each of these demographic markers will aid in making a presentation that conveys all the important aspects of the data in an informative and understandable manner. Considering the age of the audience will aid in formulating the best manner in presenting the data to the audience by pinpointing the most likely uses of newer technologies in addition to...
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