Final answer:
For Consideration marketing objectives, the primary audience includes those interested in the product or service, and marketing materials should be directed at informing and persuading them. Secondary audiences can also be influential, so using inclusive language and understanding their values is important. The mode of presentation and sensitivity to cultural issues should also be considered to connect effectively with the audience.
Step-by-step explanation:
When developing a marketing strategy for the Consideration marketing objective, your primary audience is usually comprised of individuals who have already shown some interest in your product or service and might be contemplating a purchase or engagement. It's essential to shape your marketing materials to further inform and convince this audience. This involves addressing their needs, answering questions they may have, and overcoming objections, ultimately guiding them towards making a decision.
Moreover, it's advisable to be cognizant of secondary audiences. These are individuals outside your primary target who may also influence the decision-making process or could become part of your primary audience through word-of-mouth or shared interests.
For instance, in marketing materials for an event, emphasizing common interests like 'gardening' rather than the specific backgrounds of participants (e.g., 'autism') can help create connections with a broader audience. Using terms such as 'diversity', 'inclusion', and 'community connections' can also attract non-advocates by appealing to universal values.
In tailoring your approach, it's beneficial to think critically about the mode of presentation that best suits your audience and the cultural issues towards which sensitivity might be needed. If the goal is to propose changes, such as in a student election process, identifying the right medium for reaching the audience - whether it's an editorial in a campus newspaper or a social media campaign - is key. Your knowledge of the audience will inform how in-depth your explanations must be and how to effectively argue for the proposed changes.