Step 3 Demographics

Demographics is the statistical characteristics of human populations (such as age, gender, race, or income) used especially to identify markets.

Most ads are directed to a target audience—a group of people who advertisers think will buy or use the product. Advertisers create their ads to persuade the target audience to do, buy, or think something. They also put their ads where the target audience is likely to see them. Advertisers think of consumers not as individuals, but as members of groups that tend to believe, behave, or purchase in certain patterns. Even when an advertisement is appealing to the idea of individuality (such as Burger King's "Have It Your Way" promotion), advertisers are appealing to the demographic group of "people who like to be thought of as individuals," not to any single consumer.