1. GeographiesDemographicsBehaviors The Right Audience

2. Meet Lisa: A mom of two children in her late 30’s. Reads the daily or Sunday newspaper at least once a week. –Enjoys Entertainment/Lifestyle articles –And Food/Cooking articles –Uses Sunday inserts to plan her weekly shopping Spends 3+ hours each day on the internet at home daily, and does the following online: –Researches health conditions –Checks her Facebook page Enjoys shopping for women & children’s apparel. Source: 2011 Ad-ology Audience Interests + Attitudes Study, Moms. The Right Audience

3. Meet Gary: A homeowner. Attends sports events. Reads the local daily or Sunday print newspaper at least once a week. –Reads the local news section –Uses Sunday inserts to plan his weekly shopping. Spends 2+ hours per day on the internet at home daily, and does the following online: –Banks –Checks the news & weather –Pays bills –Sends or reads emails –Shops –Checks sports scores Source: 2011 Ad-ology Audience Interests + Attitudes Study, Men. The Right Audience

4. Meet Mike: A young professional with a college degree. Watches sports, and keeps up with his teams on the web. Participates in a fantasy sports leagues. Maintains an active lifestyle; jogs, skis, mountain bikes, and participates in recreational team sports. Travels domestically & internationally for work & pleasure. Uses the Internet for both personal & work related purposes, and does the following online: –Check the news –Check his Facebook page –Check sports scores Source: Mediamark Research and Intelligence LLC. 2010. The Right Audience

5. Meet Mary: Owns a suburban home. Does not have any children at home. Enjoys reading books for pleasure and shopping for new clothes. Spends 2+ hours on the internet at home each day and does the following online: –Plays games –Pays bills –Sends or reads emails –Checks the news & weather –Banks –Votes in polls –Researches health conditions –Checks her Facebook page –Compares prices Source: 2011 Ad-ology Audience Interests + Attitudes Study, Women The Right Audience

6. Meet Sam: A member of the Baby Boom generation. Married with grown children. Owns a suburban home. Spends time with his children & grandchildren. Reads the local daily or Sunday print newspaper almost daily. –Reads the local news –And the front page Prefers to shop at a locally owned business over a national chain store. Spends 2+ hours on the Internet at home daily, and does the following online: –Sends or reads emails –Pays bills –Checks the news & weather –Banks Source: 2011 Ad-ology Audience Interests + Attitudes Study, Generation: Leading Baby Boomers The Right Audience

7. Meet Sara: An affluent in her early 40’s. Is married with two children. Is a homeowner. Attends sporting events and enjoys golfing. Reads the local daily or Sunday print newspaper. –Reads the front page Spends 2+ hours on the internet at home daily, and does the following online: –Banks online –Checks the news & weather –Sends or reads email –Checks her Facebook page Is planning a vacation within the U.S. Prefers to shop at a locally owned business over a national chain store. Source: 2011 Ad-ology Audience Interests + Attitudes Study, Affluents The Right Audience