The document defines a target audience as the intended group that something is performed or marketed to, or the specific group that advertising is directed towards. It then goes on to describe four different audience segments - Alternative, Mainstream, Leading Edge, and Urban - along with examples of tribes that fall within each segment. The Alternative segment includes tribes that seek to differentiate themselves from the mainstream, the Mainstream includes those who stick to popular culture, the Leading Edge includes scene leaders focused on new trends, and the Urban includes those influenced by inner city life.