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comm4253_chap6_2020.pptx

Selecting Audiences

Chapter 6

Audience Segmentation

2

Defined as the process of creating homogenous segments

Campaigners can either adopt an a priori process or a post-hoc process.

Segmentation of audiences can be based on traditional variables or theory-driven variables.

Benefits of Segmentation

3

Increased effectiveness

Increased efficiency

Provide input for resource allocation

Provide input for developing strategies

Traditional Variables

Demographic factors

Age, gender, education, income, social class

Geographical factors

Region of country, neighborhood,

Psychographic factors

A person’s lifestyle, membership in various social organizations, & media exposure

Behavioral factors

Usage rate, user status, loyalty status, readiness for adoption

4

Stages of Change Model

5

Individuals can be classified into 5 stages of readiness for behavior change:

Pre-contemplation

Contemplation

Preparation

Action

Maintenance

Termination stage applies to individuals that have moved beyond the point of relapses for a problematic behavior.

Patterns of behavior change occur in a spiral fashion due to relapse or changes in motivation.

Diffusion of Innovations Model

Diffusion of innovation theory classifies individuals into 1 of 5 categories in terms of readiness for adoption:

Innovators

Early adopters

Early majority

Late majority

Laggards

Behavioral influence approach varies based on the diffusion of innovation category people belong to.

6

Diffusion of Innovations Model

Other Segmentation Models

8

Healthystyles segmentation

Health orientation

Lifestyle behaviors

Readiness for behavior change

Environmental segmentation

Alarmed

Concerned

Cautious

Disengaged

Doubtful

Dismissive

Generational Segmentation

Segments of audiences based on the generation they were born into:

Traditionalists

Baby boomers

Generation X

Generation Y

Millennials

Generation Z/post-millennials

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Evaluating Segments

Effectiveness Potential

Segment size

Problem incidence

Problem severity

Defenselessness

Efficiency Potential

Reachability

General responsiveness

Incremental costs

Responsiveness to marketing mix

Organizational capabilities

10

Target Audience Selection

11

In selecting the final target audience, social marketing campaigns can engage in:

Undifferentiated marketing

Differentiated marketing

Concentrated marketing

Choice of segments can also be decided based on 1 of 4 guiding principles.

Greatest need

Readiness to change

Accessibility/reach

Best match to organization