
Part 2: Answers to Textbook Assignments
Questions for Comprehension
2.1 What are the five kinds of audiences? (LO 2-2)
2.2 What are ways to analyze your audience? (LO 2-3, LO 2-4)
Choose empathy first. Then identify the audience’s knowledge, demographics, personality,
2.3 What are three ways to adapt your message to your audience? (LO 2-5, LO 2-6)
2.4 Emphasizing the importance of audience, marketers frequently say, “The customer is
in control.” To what extent do you feel in control as a customer, a student, a citizen?
What actions could you take to increase your control? (LO 2-1 to LO 2-3)
Student answers will vary. Though teens and 20-somethings drive most consumer purchases of
clothing and entertainment, younger consumers often complain of feeling alienated because of
2.5 If you are employed, which aspects of your organization’s culture match your own
values? What kind of culture would you like to join when you are next on the job
market? (LO 2-1 to LO 2-3)
Students’ answers will vary. Look for threads of explanation that use terms and concepts from
2.6 Why do internal audiences, especially your boss, sometimes feel more important than
primary audiences outside your organization? (LO 2-1 to LO 2-3)
Of course, students may answer this question in any number of ways. A common answer would
be that a boss exercises authority over the employee, making the employee more likely to