Mc Master University Chicken Tendy Media and Promotionalism Project

DescriptionAt the heart of each campaign is a keen understanding of the audience to be reached.
base on Chicken Tendy’s restaurant
Audiences – These are the people whom you wish to sway and whom you wish to sway to your
cause or purchase your product. You should have a sophisticated understanding of your
audience. This means seeking out basic demographic data that characterizes your audience.
Gender, age, socio-economic status, education, religion (or not), geographic location, marital
status, parent (or not), information and an evaluation of “likelihood to donate/join/buy” are
classic audience demographic or psychographic analyses. You should have no more than 3
segmented target audiences.: – around 750 words introduce your audience segmentation. How
did you segment your audience and why did you choose that segmentation? Provide your
audience segmentation, the expected size of the segment (secondary online data sources and the
Statistics Canada website are potential resources) and brief explanation of why you chose the
segments you did. Be sure to cite your sources.
Potential Audiences – Candidate Jessica Martin for Ontario Green Conservative Party (for the
fictitious Electoral District of Hamilton-Niagara)
Category
People of Faith – Protestant Christian
People of Faith – Muslim
People of Faith – Roman Catholic
People of Faith – Jewish
Atheists
Women
Men
Income >$50k – Female
Income >$50k – Male
Students – University
Students – College
Students – Trades/Apprentices
Environmentalists
Etc.


% of Total
Audience
30
5
20
5
30
52
48
60
5
10
20
Likelihood to vote Tory
Likely
Likely
Somewhat likely
Very likely
Likely if libertarian
Unlikely
Likely
Unlikely
Possible
Unlikely
Likely
Likely
Unlikely
You should find the categories that make sense for your target audience. The categories
will vary massively depending on the age range, geographic location and diversity of
your potential audience.
The second column doesn’t need to add up to 100%, because you aren’t doing a census (a
characterization of your entire audience, including every possible category). You are
being selective, so the numbers will not add up to 100%. As well, within the
religion/atheist category, for example, the numbers will add up to 100% internally, if you

are considering all religious groups to be part of your audience – same would go for
men/women.
The Canadian census is a great source of demographic and psychographic data for
politicians and not for profit companies. As well, general political polling data and
industry research are often available on the internet.

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