decide to address their interests and concerns as
you aim your program at potential customers
of both genders.
So, by comparing Acme’s objectives to groups
of possible viewers, you have decided that your
primary audience consists of potential drill
buyers of both genders in all of North America.
As you continue developing your program, you
will try to speak directly to this target audience.
Delivery System
The next question is, how and where will
this audience see your video? The answer will
determine many things about your program.
Acme has asked for a video that it will publish
To return to the Sidewinder cordless drill,
pretend that in discussing the project with the
Acme marketing department, you discover at
least four different groups of potential viewers:
●
Buyers for hardware and building supply chains.
These people will decide whether to offer
the Sidewinder for sale, and if so, how to
promote it against drills made by Acme’s
competitors.
●
Potential customers. These people will decide
whether they want to buy a cordless drill,
and if so, whether the Acme Sidewinder is
their best choice.
●
Female customers. Unlike some males, these
potential buyers are not dependably attracted
to appliances merely because they are
intriguing adult toys. Instead, they want
to know what the Sidewinder drill will do,
how easily it will do it, and why doing this
will be useful to them (Figure 9-3).
●
Canadian customers. Some of these viewers
prefer French to English.
Once you have identifi ed your potential
audience, you can make some informed decisions.
First, you know that Acme wants to sell its
drills in Canada, so you will need to plan for a
second sound track in French. Secondly, store
buyers have interests that are quite different
from those of customers, so you eliminate the
buyers as primary targets. Next, you realize
that it would be impractical to provide a
separate program for female viewers, but you
Figure 9-2 Retirement community vs. power boating.
(Corel)
Figure 9-3 Female customers want to know how well
the product works.
162 Video Digital Communication & Production