p.216 test your knowledge

1. Questions to ask when gauging the audience's needs are: Who is my audience? Whatare my audience members' needs? What do I want them to do? How might they resist? Are there alternative positions I need to examine? What does the decision maker consider to be the most important issue?
2. Demographics include characteristics such as age, gender, occupation, income, and education. Psychographics include characteristics such as personality, attitudes, and lifestyles. These help to better connect with your audience.
3. An emotional appeal calls on feelings or audience sympathies. A logical appeal uses one of the three types of reasoning: Analogy, Induction, and Deduction.
4. Analogy, Induction, and Deduction
5. The AIDA model begins with an attention getting device, generate interest by describing some of the product's unique features, increase desire by highlighting the benefits that are most appealing to your audience, and close by suggesting the action you want the audience to take.