ADV 6023 - Consumer Behavior and Audience Analysis (3) SP

Audience and consumer behavior analysis is the study of individuals, groups, constituents, stakeholders, or organizations and all their potential activities associated with their role as a target audience for communication including perception formation, attitudes and opinions held, brand image and organizational reputation perceptions, use and disposal of goods and services, product purchase or charitable donation decisions, or including aspects of emotional, mental and behavioral responses that precede or follow these activities. Using foundational and contemporary research findings, normative models, theoretical constructs and emerging patterns, trends and practices this course provides a solid foundation to the uses, effects and impacts of audience analysis for professional communication practices.