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Demographic profiling has long been a tool utilized by marketers so that they may be as efficient as possible with advertising products or services and identifying any possible gaps in their marketing strategy. Demographic profiling can even be referred to as a euphemism for corporate spying (Hudson, J. 2002). By targeting certain groups who are more likely to be interested in what you're selling, you can efficiently expend your advertising resources so that they may garner the maximum number of sales (Arnott, D., & FitzGerald, M. 1996). This is a more direct tactic than simply advertising on the basis that anyone is a potential consumer of your product, while this may be true, it does not capitalise on the increased returns that more specific marketing will bring (Jothi, A. L. 2015). Traditional demographic profiling has been centered around gathering information on large groups of people in order to identify common trends (GfK. 2016). Trends such as, but not limited to: changes in total population and changes in the composition of the population over a period of time. These trends could promote change in services to a certain portion of the population, in people such as: children, elderly, and the working age population. They can be identified through surveys, in-store purchase information, census data, and so on. (Arnott, D., & FitzGerald, M. 1996). New ways are also in the works of collecting and utilizing information for Demographic Profiling. Approaches such as target-sampling, quota-sampling, and even door-to-door screening.

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