You need to provide a really detailed profile of your target audience. You can refer to your pitch and / or your audience profile blog post.
This handout should help you frame your response:
Add some depth to your audience profile:
http://www.uktribes.com/
http://tribes.channel4.com/
Student Examples:
http://indiajonesmedia.blogspot.co.uk/2014/02/evaluation-question-4.html
http://beaawoodland.wix.com/evaluationquestion4
http://katiethomasasmedia.blogspot.co.uk/2015/01/audience-profile.html
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