Business Communication Lab Manual - MBA
LAQSHYA-KMM
Importance of Audience Analysis: Audience is center to the communication process. The purpose of communication is to transfer the message with transmission of understanding among the audience. Therefore good communication is always audience-centered. It is the audience that determines how one achieves the objectives of communication. If the communicator fails to analyse the attitude, interests and knowledge of the audience, he is likely to be failure. Why certain why certain politicians with bad records can grab the votes? it is because their message strict to the waves of that time as well as wavelength of the public and consequently they can manage to manipulate public sentiments to their advantage. Therefore, audience analyses is essential before designing the message. Communication can take place only when the message is received in the same sense and spirit that sender intends to carry. Therefore, the sender has to devise some common ground between him and the audience. He has to choose the information that audience needs and finds interesting. He should encode the message in words and other symbols that audience will understand easily. Lastly, he should transmit the message along a channel that the audience will attend to.
P. RAJA RAO M.A.(ENG), M.Phil, MBA, (Ph.D)
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