The text of an audience heading taken from the scheme specified in the <AudienceCodeType> element; or the text equivalent to the <AudienceCodeValue> if both code and text are sent. Either <AudienceCodeValue> or <AudienceHeadingText> or both must be present in each occurrence of the <Audience> composite.

Optional, and repeatable if the text is sent in multiple languages. The language attribute is optional for a single instance of <AudienceHeadingText>, but must be included in each instance if <AudienceHeadingText> is repeated.