• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading

A term deriving from the Greek demos, meaning the people, demographic information describes personal characteristics of certain segments of a population. Some typical elements include gender, age, nationality, religion, ethnicity, income level and so on.

In marketing and advertising particularly, the use of demographic profiling is a popular technique to target specific campaigns. This involves creating a hypothetical profile of a typical member of a particular subgroup, for example, 18–25-year-old males, in order to paint a picture of their attitudes and behaviours, and therefore to suggest particular ways in which they may be better informed, engaged or influenced.

Large databases of demographic information are publicly available, including those from census surveys that present information about entire populations. Demographics are clearly important in large-scale survey research, such ...

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