This document discusses defining a target audience for advertising purposes. It notes that target audiences can be defined by their potential size, demographics like age, gender and social class, as well as shared tastes, areas they live in, and minority backgrounds. Quantitative research methods are commonly used to gather this type of information through online/phone surveys and agencies that track media consumption data. While useful for accuracy and wide reach, quantitative methods have limitations like not accounting for non-predicted answers or other contextual factors that influence behaviors. Students are tasked with building an audience profile for an advertising product by researching demographics and discussing what research methods are best for different tasks. They are also asked to analyze ad examples to identify patterns in target audiences and