An Audience Analysis of Inner City Black Businesspeople

Franklin B. Krohn and Donald P. Rogers

Entrepreneurship Theory and Practice, 1977, vol. 1, issue 4, 4-12

Abstract: The study reported here describes the procedures used in conducting an audience analysis, the results of the analysis, and recommendations to commercial banks in communicating with black businesspeople. The audience analysis included: (1) relationship of the audience (black businesspeople) to the communicator (commercial banks); (2) the relationship of the audience to the subject and purpose of the message; (3) the basic beliefs and attitudes of the audience, and (4) the characteristics of the audience. Questionnaires and interviews were used to gather data from 380 black businesspeople. Based upon the results, eleven specific conclusions for commercial banks to use as guidelines in communicating with black businesspeople were drawn.

Date: 1977
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Persistent link: https://EconPapers.repec.org/RePEc:sae:entthe:v:1:y:1977:i:4:p:4-12

DOI: 10.1177/104225877700100402

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