| Keyword | Definition |
|---|---|
| age | identity and preferences of a target audience based on how old they are |
| ethnicity | identity and preferences of a target audience based on their language, culture or race |
| gender | identity and preferences of a target audience based on masculinity / femininity |
| income | identity and preferences of a target audience based on how much money their household earns |
| stereotypes | rules about what different people like or dislike which may not always be accurate |