Getting to Know You: Audience Analysis 54 Encores and Exits Sophisticated audience analysis is commonplace in the advertising business. The Volvo campaign is a good example of this. Its ads emphasize different benefits for different audiences: economy and durability in America, leisure and status in France, performance in Germany, and safety in Switzerland. · · · · · · · · · Who is going to be in the audience? How can I find out more about the audience? What is the political situation? How much do my listeners know about the topic? Are they on my side? If not, how can I spin the topic to be more appealing to the audience? When on the agenda will my speech be given? How does the location of the speech affect its content? Are there any special circumstances I must take into account? The Least You Need to Know