lesson on financial_research

May 28th, 2015
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Abraham Lincoln University
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The functional area my project focuses on is marketing. Marketing as defined by the American Marketing Association is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."

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1. INTRODUCTIONRadio and TV stations are unique in having a special need for audience research as this is the only industry that cannot accurately count its audience. A factory and newspapers company will always count the number of products it sells. An organization that provides services rather than products (e.g. a hospital) is able to accurately count the number of people coming for treatment. But radio and television programs are given away free to their audiences, and there is no way of measuring how many people tune into a program. For this reason, audience research was one of the first forms of market research.1.1. Definition of audience researchAudience research is defined as any communication research that is conducted on specific audience segments to gather information about their attitudes, knowledge, interests, preferences, or behaviors.1.2. Audience analysisAn accurate estimate of the size, demographic make - up, and needs of a perspective audience is essential for the development of workable, funded projects and marketable media ideas. The following questions can only be answered when the prospective audience is clearly defined. What size budget is justified?What needs and expectations does a particular audience have?Audience demographics are: - agegenderincomeeducationreligionculturelanguage The age and gender of the members of an audience are often just as important as the overall number of the people who will see the production. Det

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