Who are the most important target audiences for each brand, internally and externally?

A matrix is a visual representation of information. It organizes information for easier analysis. For this assignment, you will create a matrix for General Motors’ brands and target audience information.

The matrix should have General Motors’ brands down one side, and include columns for all four of the following:

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  • Target audiences. Include both internal and external audiences. (Note that this is different from target segments).
  • Desired outcomes or actions for each audience.
  • Primary media and communication tools to reach each audience.
  • Percentage of communication resources for each brand.

Once you have completed the matrix using the above criteria, answer the following questions:

  • Who are the most important target audiences for each brand, internally and externally?
  • What is the desired outcome or action for each audience?
  • What media and communications tools do you recommend for each brand and audience?
  • What overall percentage of the communications budget would you allocate to each brand?

Review the Target Audience Matrix Scoring Guide prior to submitting to ensure you have met all the criteria for this assignment.

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