CPC Audience Analysis & Message Development Flashcards

Which demographic variable is MOST critical when tailoring a public communication message for a specific community?

Answer: Age and generational identity

Age and generational identity shape values, media habits, and language preferences, making it the most critical demographic variable.

Psychographic segmentation in audience analysis focuses primarily on:

Answer: Values, attitudes, and lifestyles

Psychographic segmentation examines the psychological attributes—values, attitudes, and lifestyles—that drive audience behavior.

A CPC practitioner uses a 'message map' primarily to:

Answer: Organize key messages with supporting points for consistent communication

A message map visually organizes core messages and supporting points so spokespeople deliver consistent, on-brand communication.

Which audience analysis method collects quantitative data from a large, representative sample?

Answer: Surveys and polls

Surveys and polls gather numerical data from large samples, enabling statistically generalizable conclusions.

The concept of 'stakeholder salience' in communication refers to:

Answer: The degree of priority given to stakeholders based on power, legitimacy, and urgency

Stakeholder salience ranks audiences by their power to affect the organization, legitimacy of their relationship, and urgency of their claims.

When developing messages for a multicultural US audience, a CPC professional should FIRST:

Answer: Conduct cultural competency research to understand values and communication norms

Cultural competency research uncovers the values, norms, and sensitivities needed to craft respectful, relevant messages for diverse audiences.