What is audience analysis in mass communication?

Audience analysis in mass communication involves understanding the characteristics and demographics of a target audience. This process enables communicators to tailor their messages effectively to meet the specific needs, preferences, and behaviors of the audience they wish to reach. By studying aspects such as age, gender, education, income level, and cultural background, communicators can create more relevant and engaging content that resonates with their audience, ultimately enhancing the overall effectiveness of their communication efforts.

The other options, while relevant to different aspects of communication and media strategies, do not focus on audience analysis. Determining advertising budgets pertains to financial planning for campaigns, studying competitor strategies relates to market analysis and positioning, and assessing media biases involves critical evaluation of content credibility and perspective. None of these specifically address the essential understanding of audience characteristics that is integral to effective mass communication.