{"id":1062,"date":"2024-01-26T00:17:13","date_gmt":"2024-01-26T00:17:13","guid":{"rendered":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/?post_type=chapter&#038;p=1062"},"modified":"2024-07-25T11:56:24","modified_gmt":"2024-07-25T11:56:24","slug":"apply-it-effective-communication","status":"publish","type":"chapter","link":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/chapter\/apply-it-effective-communication\/","title":{"raw":"Apply It: Effective Communication","rendered":"Apply It: Effective Communication"},"content":{"raw":"<section class=\"textbox learningGoals\">\r\n<ul>\r\n\t<li>Explore how good communication skills can make you a better employee<\/li>\r\n\t<li>Understand the difference between the main audience and other audiences in business communication<\/li>\r\n\t<li>Understand the social communication model<\/li>\r\n\t<li>Recognize the important characteristics of effective business writing<\/li>\r\n\t<li>Explain how professional and personal communication can overlap<\/li>\r\n<\/ul>\r\n<\/section>\r\n<h2>The Changing Retail Environment[footnote]Lindsay, Kate. \u201cGen Alpha are ready to spend \u2013 and they want to be treated like adults,\u201d February 27, 2024. https:\/\/www.bbc.com\/worklife\/article\/20240226-gen-alpha-spending-power-shopping-trends[\/footnote]<\/h2>\r\n<p>Businesses need to know who their customers are because understanding the demographics, preferences, and behaviors of their target audience enables them to tailor their products, services, and marketing strategies effectively. This knowledge helps brands create personalized and relevant experiences, build strong customer relationships, and foster loyalty.<\/p>\r\n\r\n[caption id=\"attachment_4514\" align=\"alignright\" width=\"300\"]<img class=\"size-medium wp-image-4514\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25115206\/pexels-norma-mortenson-8457621-300x208.jpg\" alt=\"5 tweens walking together\" width=\"300\" height=\"208\" \/> Tweens may not have the purchasing power of adults but businesses still consider them a secondary audience that influences adult decision making.[\/caption]\r\n\r\n<p>Brands like Sephora and Target primarily cater to adults ([pb_glossary id=\"3159\"]Millennials[\/pb_glossary] and [pb_glossary id=\"3160\"]Gen Z[\/pb_glossary]), who possess the purchasing power and brand loyalty that these companies rely on. However, for adults who have children in their lives, those children often have a great influence on adult purchasing decisions. [pb_glossary id=\"3586\"]Gen Alpha[\/pb_glossary]'s preferences and opinions shape parental purchases despite children not having direct purchasing power. The rise of social media platforms like TikTok, where young users display and review products, further influences the retail ecosystem.<\/p>\r\n<p>Brands are increasingly offering products that appeal across age groups. For example, clothing retailer Gap created a category called Project Gap to target [pb_glossary id=\"3588\"]tween[\/pb_glossary] consumers. It has become common for clothing brands to expand their size range of the same styles to appeal to adults and their children.<\/p>\r\n<p>Other retailers will pursue a strategy where they market the same products across age groups. This strategy reduces the need for separate product lines while increasing overall brand loyalty. Consider how the Stanley tumblers are used by consumers of all ages.<\/p>\r\n<section class=\"textbox connectIt\">\r\n<h3>How do primary and secondary audiences differ in their influence on brand marketing strategies, and why is it important for brands to consider both?<\/h3>\r\n<p>[reveal-answer q=\"275128\"]Click to Show Sample Answer[\/reveal-answer]<\/p>\r\n<p>[hidden-answer a=\"275128\"]<\/p>\r\n<h4>Primary vs. Secondary Audiences<\/h4>\r\n<p>The primary audience consists of the brand's main target market, the consumers who directly engage with and purchase the brand\u2019s products. For example, adults (Millennials and Gen Z) are the primary audience for brands like Sephora and Target. They possess the purchasing power and brand loyalty that provide a brand's revenue.<\/p>\r\n<p>The secondary audience includes individuals who are indirectly influenced by the brand\u2019s messaging, often because they are part of the primary audience\u2019s immediate environment. For instance, Gen Alpha acts as a secondary audience because their preferences significantly influence their parents' and adult family members' purchasing decisions, even though they may not have direct spending power.<\/p>\r\n<p>Marketing campaigns need to resonate with both the primary and secondary audiences.<\/p>\r\n<ul>\r\n\t<li>\r\n<p><strong>Enhanced Brand Loyalty<\/strong>: By appealing to both adults and their children, brands can cultivate long-term loyalty. Children who develop positive associations with a brand are likely to continue using it into adulthood, ensuring sustained customer loyalty over decades.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Increased Sales<\/strong>: Catering to a secondary audience can boost immediate sales through parental spending. Parents are more likely to purchase products that their children show interest in, increasing the brand's overall sales volume.<\/p>\r\n<\/li>\r\n\t<li>\r\n<p><strong>Future Market Positioning<\/strong>: Engaging with the secondary audience early helps brands position themselves favorably for the future. As Gen Alpha grows into their own purchasing power, brands that have already established a relationship with them will be better positioned to retain them as loyal customers.[\/hidden-answer]<\/p>\r\n<\/li>\r\n<\/ul>\r\n<\/section>","rendered":"<section class=\"textbox learningGoals\">\n<ul>\n<li>Explore how good communication skills can make you a better employee<\/li>\n<li>Understand the difference between the main audience and other audiences in business communication<\/li>\n<li>Understand the social communication model<\/li>\n<li>Recognize the important characteristics of effective business writing<\/li>\n<li>Explain how professional and personal communication can overlap<\/li>\n<\/ul>\n<\/section>\n<h2>The Changing Retail Environment<a class=\"footnote\" title=\"Lindsay, Kate. \u201cGen Alpha are ready to spend \u2013 and they want to be treated like adults,\u201d February 27, 2024. https:\/\/www.bbc.com\/worklife\/article\/20240226-gen-alpha-spending-power-shopping-trends\" id=\"return-footnote-1062-1\" href=\"#footnote-1062-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/h2>\n<p>Businesses need to know who their customers are because understanding the demographics, preferences, and behaviors of their target audience enables them to tailor their products, services, and marketing strategies effectively. This knowledge helps brands create personalized and relevant experiences, build strong customer relationships, and foster loyalty.<\/p>\n<figure id=\"attachment_4514\" aria-describedby=\"caption-attachment-4514\" style=\"width: 300px\" class=\"wp-caption alignright\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-4514\" src=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25115206\/pexels-norma-mortenson-8457621-300x208.jpg\" alt=\"5 tweens walking together\" width=\"300\" height=\"208\" srcset=\"https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25115206\/pexels-norma-mortenson-8457621-300x208.jpg 300w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25115206\/pexels-norma-mortenson-8457621-65x45.jpg 65w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25115206\/pexels-norma-mortenson-8457621-225x156.jpg 225w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25115206\/pexels-norma-mortenson-8457621-350x243.jpg 350w, https:\/\/content-cdn.one.lumenlearning.com\/wp-content\/uploads\/sites\/35\/2024\/01\/25115206\/pexels-norma-mortenson-8457621.jpg 639w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><figcaption id=\"caption-attachment-4514\" class=\"wp-caption-text\">Tweens may not have the purchasing power of adults but businesses still consider them a secondary audience that influences adult decision making.<\/figcaption><\/figure>\n<p>Brands like Sephora and Target primarily cater to adults (<a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1062_3159\">Millennials<\/a> and <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1062_3160\">Gen Z<\/a>), who possess the purchasing power and brand loyalty that these companies rely on. However, for adults who have children in their lives, those children often have a great influence on adult purchasing decisions. <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1062_3586\">Gen Alpha<\/a>&#8216;s preferences and opinions shape parental purchases despite children not having direct purchasing power. The rise of social media platforms like TikTok, where young users display and review products, further influences the retail ecosystem.<\/p>\n<p>Brands are increasingly offering products that appeal across age groups. For example, clothing retailer Gap created a category called Project Gap to target <a class=\"glossary-term\" aria-haspopup=\"dialog\" aria-describedby=\"definition\" href=\"#term_1062_3588\">tween<\/a> consumers. It has become common for clothing brands to expand their size range of the same styles to appeal to adults and their children.<\/p>\n<p>Other retailers will pursue a strategy where they market the same products across age groups. This strategy reduces the need for separate product lines while increasing overall brand loyalty. Consider how the Stanley tumblers are used by consumers of all ages.<\/p>\n<section class=\"textbox connectIt\">\n<h3>How do primary and secondary audiences differ in their influence on brand marketing strategies, and why is it important for brands to consider both?<\/h3>\n<div class=\"qa-wrapper\" style=\"display: block\"><button class=\"show-answer show-answer-button collapsed\" data-target=\"q275128\">Click to Show Sample Answer<\/button><\/p>\n<div id=\"q275128\" class=\"hidden-answer\" style=\"display: none\">\n<h4>Primary vs. Secondary Audiences<\/h4>\n<p>The primary audience consists of the brand&#8217;s main target market, the consumers who directly engage with and purchase the brand\u2019s products. For example, adults (Millennials and Gen Z) are the primary audience for brands like Sephora and Target. They possess the purchasing power and brand loyalty that provide a brand&#8217;s revenue.<\/p>\n<p>The secondary audience includes individuals who are indirectly influenced by the brand\u2019s messaging, often because they are part of the primary audience\u2019s immediate environment. For instance, Gen Alpha acts as a secondary audience because their preferences significantly influence their parents&#8217; and adult family members&#8217; purchasing decisions, even though they may not have direct spending power.<\/p>\n<p>Marketing campaigns need to resonate with both the primary and secondary audiences.<\/p>\n<ul>\n<li>\n<p><strong>Enhanced Brand Loyalty<\/strong>: By appealing to both adults and their children, brands can cultivate long-term loyalty. Children who develop positive associations with a brand are likely to continue using it into adulthood, ensuring sustained customer loyalty over decades.<\/p>\n<\/li>\n<li>\n<p><strong>Increased Sales<\/strong>: Catering to a secondary audience can boost immediate sales through parental spending. Parents are more likely to purchase products that their children show interest in, increasing the brand&#8217;s overall sales volume.<\/p>\n<\/li>\n<li>\n<p><strong>Future Market Positioning<\/strong>: Engaging with the secondary audience early helps brands position themselves favorably for the future. As Gen Alpha grows into their own purchasing power, brands that have already established a relationship with them will be better positioned to retain them as loyal customers.<\/div>\n<\/div>\n<\/li>\n<\/ul>\n<\/section>\n<hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-1062-1\">Lindsay, Kate. \u201cGen Alpha are ready to spend \u2013 and they want to be treated like adults,\u201d February 27, 2024. https:\/\/www.bbc.com\/worklife\/article\/20240226-gen-alpha-spending-power-shopping-trends <a href=\"#return-footnote-1062-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><\/ol><\/div><div class=\"glossary\"><span class=\"screen-reader-text\" id=\"definition\">definition<\/span><template id=\"term_1062_3159\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1062_3159\"><div tabindex=\"-1\"><p>The generational cohort known as Millennials (also called Generation Y) were born between 1981 and 1996. Millennials are known for their familiarity with digital communications, media, and technologies. They value flexibility, creativity, and purpose in their work.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_1062_3160\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1062_3160\"><div tabindex=\"-1\"><p>The generational cohort called Generation Z (Gen Z) were born between 1997 and 2012. This generation is the first to grow up with access to the internet and digital technology from a young age. They are tech-savvy, socially aware, and value individuality and authenticity.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_1062_3586\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1062_3586\"><div tabindex=\"-1\"><p>Generation Alpha is comprised of individuals born between 2010 and 2024. This is a digitally native, brand-savvy generation characterized by their early adoption of technology.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><template id=\"term_1062_3588\"><div class=\"glossary__definition\" role=\"dialog\" data-id=\"term_1062_3588\"><div tabindex=\"-1\"><p>Short for tweenager, tween refers to children between the ages of approximately 8 and 12.<\/p>\n<\/div><button><span aria-hidden=\"true\">&times;<\/span><span class=\"screen-reader-text\">Close definition<\/span><\/button><\/div><\/template><\/div>","protected":false},"author":23,"menu_order":12,"template":"","meta":{"_candela_citation":"[{\"type\":\"pd\",\"description\":\"Adapted from material created using ChatGPT\",\"author\":\"Lumen Learning\",\"organization\":\"OpenAI\",\"url\":\"\",\"project\":\"\",\"license\":\"pd\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"tweens\",\"author\":\"Norma Mortenson\",\"organization\":\"Pexels\",\"url\":\"https:\/\/www.pexels.com\/photo\/group-of-children-walking-on-the-street-8457621\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"part":78,"module-header":"apply_it","content_attributions":[{"type":"pd","description":"Adapted from material created using ChatGPT","author":"Lumen Learning","organization":"OpenAI","url":"","project":"","license":"pd","license_terms":""},{"type":"cc","description":"tweens","author":"Norma Mortenson","organization":"Pexels","url":"https:\/\/www.pexels.com\/photo\/group-of-children-walking-on-the-street-8457621\/","project":"","license":"cc-by","license_terms":""}],"internal_book_links":[],"video_content":null,"cc_video_embed_content":{"cc_scripts":"","media_targets":[]},"try_it_collection":null,"_links":{"self":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1062"}],"collection":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/users\/23"}],"version-history":[{"count":12,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1062\/revisions"}],"predecessor-version":[{"id":4515,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1062\/revisions\/4515"}],"part":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/parts\/78"}],"metadata":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapters\/1062\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/media?parent=1062"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/pressbooks\/v2\/chapter-type?post=1062"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/contributor?post=1062"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/content.one.lumenlearning.com\/businesscommunication\/wp-json\/wp\/v2\/license?post=1062"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}