Advertising and Media Planning: Consumer Research


The resources on this page will help you build an audience profile for an advertising campaign including:

  • Demographic Segmentation: Information on the personal characteristics of your target audience such as age, income, education, gender, occupation, or religion
  • Geographic Segmentation: Information on the physical location of your target consumer such as weather patterns or cultural norms
  • Psychographic Segmentation: Information on the lifestyle traits of your target consumer such as activities, personality, or interests
  • Behavioral Segmentation: Information on the shopping and buying behavior of your target audience

Demographic and Geographic

Psychographic and Behavioral


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