Advertisers use audience research to find out what kinds of people buy their products. This is called a demographic profile. They use this information to create advertising that will influence these people specifically. This specific group is called a target audience. Here are some of the most common characteristics that are included in a demographic profile.
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Sex/Age/Race |
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Marital Status |
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Level of Education |
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Employment Status/Industry/Occupation |
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Individual Employment Income |
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Reason Not in Labor Force |
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Hispanic Origin |
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Primary Language in Household |
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Language Preferred |
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Household Size/Income |
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Number of Adults in Household |
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Presence of Children by Age |
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Home Ownership/Market Value |
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Tenure in Current Residence |
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County of Residence |
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Zip Code |
Arbitron is a company that collects demographic information as well as information about listening patterns for the radio industry. This list is a small part of the Scarborough Category List. The list includes 295 major categories of consumer, media, and retail behavior for market areas throughout the United States.