Audience theory

Joseph Klapper (1960) - Selective filter model
Klapper states that the media can only be effective / have an impact on an audience once it has undertaken 3 stages:

Stage 1 - Selective exposure
The audience can choose what media they are exposed to.
Stage 2  - Selective perception
The audience can choose wether they want to accept the message being conveyed.
Stage 3 - Retention
Then the audience has to remeber the message, it has to 'stick' in thier mind. However research tells us that audiences remeber the things that they agree with and are more interested in.

How can this theory relate to my product?
Because this theory tells us that the audience choose the media they are going  to watch or listen therefore my product has to appeal to the target audience to ensure that they will selectiely be exposed to my product.
relating to stage 2 of selective perception, the audience can chose wether to accept the message, therefore the message needs to be clear
and finally stage 3 the audience has to remember the message so I need to make the message something that the audience will agree with and be able to relate to.