Chapter 14: 3.1

Understanding the target market is essential for the communication process because an organization needs to know the symbols, channels, and language that would be understood and used by the users of its product or service. For example, a jean for teens promoted using spokesperson Bea Arthur talking about their nifty value in Mature magazine would be much less likely to succeed than if promoted using spokesperson Miley Mae Cyrus talking about their killer fit in Teen People.