The process must start with a clear target audience in mind: potential buyers of the company's products, current users, deciders, or influencers, and individuals, groups, particular publics, or the general public
- The Target audience is critical as it influences the communicator's decision about
- what to say - when
- how - where
- and to whom
- profile the target audience - usage and loyalty, brand usage
- conduct image analysis by profiling the target audience in terms of brand knowledge.