Active audiences play an active role in interpreting messages according to their own contexts, while passive audiences simply observe without response. The hypodermic needle theory assumes messages are directly received and fully accepted. Uses and gratifications theory examines how audiences seek specific media to fulfill needs like diversion, relationships, identity and information gathering. Primary audiences are decision-makers while secondary audiences influence them. Secondary target audiences are less important consumer segments.

1. 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.
Passive audience: A passive audience is an audience that merely observes and event rather than actively
responding it.
The hypodermic needle theory: Is a model of communications suggesting that an intended message is
directly received and wholly accepted by the receiver.
Uses and gratifications theory: is an approach to understanding why and how people actively seek out
specific media to satisfy specific needs. UGT is an audience-centered approach to understanding mass
communication. (Diversion, personal relationship, personal identity and surveillance)
The primary audience: the decision-maker and/or decision-making body and the secondary audience is
the group(s) of people that you identify, educate and activate to influence the primary audience.
Secondary target audience: the second most important consumer segment you'd like to target. It's not
your primary customer base, and may have less money or fewer demands for your product.