Advertisers can position their efforts according to the target age groups Occupation (or "profession") is what a person does for a living, or another classification: this could be a particular job, student, unemployed etc. Marital status defines whether they are married or unmarried, although advertisers may be more interested in whether they are living in a relationship than whether they are legally married. Geographical location is a broad term specifying a particular area or place within a given country, state, city, suburb or street as some examples. (The suburb or street may give information on their wealth and lifestyle.) Income refers to how much money a person is earning; this can help identify how much money they have left over after expenses to potentially spend on a brand. The final factor to explain is education: what (if any) school they attended, and what standard of education they attained, often evidenced by diplomas, certificates, graduate, degrees, masters, Ph.D., etc. Knowing this information can help an advertiser understand the individual's mode of thinking, to help adapt the advertising campaign to be understood by the consumer. For a business to successfully find the appropriate target market for their products or services, it is important that they segment the market to better decide which customers to target. This is best done when the market is segmented into the four following areas: geographic, demographic, psychographic and behavioural. Geographic segmentation involves the market being divided into different nations, regions, states, counties, cities, or neighbourhoods. Segmenting the target market geographically is effective as different areas have different needs, which can be affected by weather, fashion, etc. Demographic segmentation separates the market into groups according to age, gender, family size, income, occupation, education, religion, nationality, and race. It is important to note that this is the easiest and least expensive way to segment the market, as the research has already been done. Psychographic segmentation is the process of markets being divided into groups based on social class, personality characteristics, and values. Behavioural segmentation "divides a market into groups based on consumer knowledge, attitude, use, or response to a product" (Krause, T. 2007). This is believed to be the best starting point, when a business is building a market segment. The behavioural segment is important because it focuses on why consumers consume products. For example, during Father's day and Mother's day, flowers were promoted due to the heavy demand