Adapting Communications Styles to the Needs of the Market

Holly Buchanan

Chapter 5 in Lessons on Profiting from Diversity, 2012, pp 117-124 from Palgrave Macmillan

Abstract: Abstract Rule number one in copywriting is to write for the audience (Cornelissen, 2000). It is important to know demographics, psycho-graphics, and more specifically what buying process and communication style an audience prefers when shopping for a product or service. The problem is that not all of an audience will have the same preferences. The challenge becomes: how to establish the different preferences, and determine which predominate?

Keywords: Communication Style; Brand Person; Persuasive Communication; Adapt Communication; Wonderful Variety (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-35505-7_5

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DOI: 10.1057/9780230355057_5

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