They go on to say, “Although the present study examined schema match theory in one particular context (advertising), this theory is applicable to any type of context or persuasive message.” Therefore, although audience analysis and adaptation do not guarantee absolute success or eliminate the possibility of errors in judgment, they do help ensure better choices in topic, language, presentation style and in other aspects of the message. And these choices result in greater persuasiveness in every area. Furthermore, Wrench, Goding, Johnson and Attias (n.d.) state that writing persuasively is, necessarily, a shared activity that involves interaction. between writer and audience. In the most successful messages, the writer or speaker creates a relationship with their audience. Furthermore, Sprague, Stuart, and Bodary (2010) go a little further by stating: “Speakers do not give speeches to the audience. public; jointly create meaning with