AUDIENCE ANALYSIS For this assignment, choose two (2) websites that present information on the same subject. However, the two (2) websites should be aimed at different primary audiences. One website should be designed for a non-technical audience and the other for a technical/specialized audience. Write a memo to your instructor analyzing both websites and their audiences (primary and secondary) and explain the persuasive strategies each website uses to serve its primary audience’s needs. Audience Analysis Memo
Effective communication depends largely on understanding your audience. Your
audience’s expectations, characteristics, knowledge level, and information needs
determine the content you choose to present, the depth of detail you provide, the overall
tone or attitude of your writing, and even the purpose you establish for your
As the Bayer aspirin examples in Chapter 3 of your textbook show, information on the
same medicine can be presented quite differently depending on the audiences’ knowledge
levels. The one designed for a general audience uses straightforward, non-technical
language, and colorful visuals to make the drug information more comprehensible. The
desk reference designed for health care professionals uses highly technical language,
complex statistics, and less visuals to establish a professional ethos of the drug.
In addition to knowing the importance of analyzing audience, you should also be able to
distinguish a document’s primary and secondary audiences.
• Primary audiences are the major intended readers for your document. In the
workplace, your primary audience is the person or persons who will understand
and act on your message.
• Secondary audiences are the other potential readers of your document. These are
people who may receive a copy of your document.
Most workplace communication has a combination of primary and secondary audiences.
For example, people attended your presentation (primary audience) might later share
information about your presentation and your handouts with people who didn’t attend
For this assignment, choose two (2) websites that present information on the same
subject. However, the two (2) websites should be aimed at different primary audiences.
One website should be designed for a non-technical audience and the other for a
Write a memo to your instructor analyzing both websites and their audiences (primary
and secondary) and explain the persuasive strategies each website uses to serve its
primary audience’s needs.
Synthesize your analysis to the following questions:
Note: You need to answer all of these questions; your failure to answer all questions will
result in point deductions.
• What primary audiences do the two websites seem to aim for? What kind of
knowledge do the audiences seem to possess about the subject matter? What are
their age(s), genders, education level, occupations, and cultural
background? (Just because a Website is available on the Internet does not
mean it is designed for everyone. You need to think carefully and find out the
specific primary audience that the Websites aim to serve.) !!!
• Who are the secondary audiences of these websites? Who else might use information found on
• What persuasive strategies do the websites employ to appeal to their primary
audiences? Do they use claims? Do they make an effort to connect with the audience? Do they
use claims? Do they present evidence to support and strengthen the claims? How have they
established their credibility? (See pages 51-56 of your textbook for more on persuasion)
• To what extent do the websites use technical language? Do you see any
examples of jargon? Give examples
• How long is the average sentence in each website? How long is the average paragraph? Does
this tell you anything about the audience?
• How formal/informal are their respective style? Why?
• Is there advertising? If so, what do the ads tell you about the audience?
• Do the website use tables, graphs, figures, illustrations or images? How different
are they on the two websites?
• Keep in mind that your purpose is to compare and contrast the two websites, not
merely to describe them.
• Do not simply type the questions followed by your answers. Like all professional
memos, this one should summarize and organize the information into coherent
and well-written narratives.
• Format: Use a business memo format. See Chapter 10: Memos and Letters for
examples of business memo format. You can also use a memo template in Word.
• Minimum word requirement: 750 words.
• Make sure to include the Websites’ URLs in your memo.
• Submit via Unicheck in Canvas. No assignments will be accepted over email.
Assignments incorrectly posted or submitted to the wrong location in Canvas will
receive a 10-point deduction
• Required title for final version: your last name-audience analysis memo.
• Submit the document as a PDF. You will only be able to submit a PDF.
• See Course Calendar/Course Schedule for due dates.
• Completeness (10 pts.): The analysis addresses all questions for analysis.
• Organization (10 pts.): The analysis is well organized. It has a clear structure
with an introduction, a body, and a conclusion.
• Comparison and Contrast (30 pts.): Your memo includes a clear analysis of
the two web sites, including comparison and contrast of the sites themselves
and their target audiences. It does not just describe.
• Support (30 pts.): The analysis is concrete in that it uses examples from the
Websites to support major points. The use of examples is selective and to-the-point. The
examples are included in order to illustrate the analysis point and
not to fill the page with words. There are no long direct quotations (defined as
more than 3 lines) from the analyzed Websites. The student explains how the
examples relate back to the analysis.
• Format (10 pts.): The memo is formatted correctly following the specified
guidelines for memos from Chapter 11. APA citation style is used when
• Grammar and Mechanics (10 pts.): Spelling, grammar, and punctuation are
correct. Minimum word requirement is met.
Audience Analysis Memo
Synthesize your analysis to the following questions: