plastic pollution
baebaeGDSelecting Audiences
Chapter 6
Audience Segmentation
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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
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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
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Stages of Change Model
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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.
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Diffusion of Innovations Model
Other Segmentation Models
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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
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Target Audience Selection
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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