Audience Worksheet

What does audience demographics mean?

Demographic is the age, gender and income. A great example of a product that uses Demographics is
Yorkie chocolate, with the quote “It’s not for girl” this is a clear example of them using gender as a
marketing technique.

What is a Primary audience?

A specific group of people you want to attract to your product or service

What is a secondary audience?

A secondary audience is comprised of people who are not the most likely to buy a product or service but
are still the second-most important. It is crucial to market to secondary audiences because they are either
a user of your product, or they will become a user of your product.

Your own example of a primary and secondary audience

What theory describes a passive audience?

An active audience engages, interprets and responds to a media text in different ways and is capable of
challenging the ideas encoded in it. A passive audience is more likely to accept the messages encoded
in a media text without challenge and are therefore more likely to be directly affected by the messages.
Examples that illustrate this theory:

What theory describes an active audience?

Active audience theory argues that media audiences do not just receive information passively but are
actively involved, often unconsciously, in making sense of the message within their personal and social
contexts.
Explain what the four key criteria for this theory are:
Argumentative
Not following other people
Stand out from the crowd

Against the norm

Which theory do you agree/disagree with and why?