Question

Media planners typically use psychographic classifications to define their target audiences and rely heavily on primary research to gather the data.

Answer 1

To properly target potential customers, it is necessary to know not only what the needs are of the people they're advertising, they also need to know how the item will be used. There are multiple reasons that a customer would buy an item or service, so I assume media planners would need to use psychographic classifications to know who their target audience is and what they would like. How heavily planners rely on these classsifications probably effects the response they received from the audience.