Demographics (Media Studies)

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  • A segment of the human population, that is identified by its objective information for the purposes of market research. Statistical information about these subgroups is com monly concerned with age, gender, race, income, employment status, location, ownership (home, car), and educational background, as these factors are consi dered as contributing to an individual's purchasing decisions. Market researchers use this information to construct demographic profiles, which identify sub groups of the population and the representative charac teristics of a member of a subgroup in relation to being a consumer. David Foot and Daniel Stoffman's (1999) work Boom, Bust and Echo addresses the powerful relationship between demographics and media trends. Advertising and marketing strategies are highly influenced by demographics to match their products with an attractive demographic ...

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