Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
10 - Segmentation and targeting
Published online by Cambridge University Press: 05 June 2012
Book contents
- Frontmatter
- Contents
- Tables
- Figures
- Preface
- Acknowledgements
- 1 Social marketing and social change
- 2 Principles of marketing
- 3 Social marketing and the environment
- 4 Advocacy and environmental change
- 5 Principles of communication and persuasion
- 6 Models of attitude and behaviour change
- 7 Research and evaluation
- 8 Ethical issues in social marketing
- 9 The competition
- 10 Segmentation and targeting
- 11 The marketing mix
- 12 Using media in social marketing
- 13 Using sponsorship to achieve changes in people, places and policies
- 14 Planning and developing social marketing campaigns and programmes
- 15 Case study: the Act–Belong–Commit campaign promoting positive mental health
- References
- Index
- References
Summary
Acknowledging that different people may respond differently to different products and services and to the way information is presented to them, is a core principle in marketing. In fact, commercial marketers spend a great deal of resources identifying and determining which segments will be most profitable for them. Not surprisingly, then, market segmentation and target marketing have been emphasised from the start in the early literature defining or describing social marketing and its application to public health campaigns (e.g., Lancaster, McIlwain and Lancaster 1983; Manoff 1985; Novelli 1984). In today’s social marketing literature, the need to target programmes at different segments of the population is taken for granted.
Information
- Type
- Chapter
- Information
- Principles and Practice of Social MarketingAn International Perspective, pp. 252 - 281Publisher: Cambridge University PressPrint publication year: 2010
References
2000 Tailoring Health Messages: Customising Communication with Computer TechnologyHillsdale, NJLawrence ErlbaumGoogle Scholar
2005 Cultural Tailoring for Mammography and Fruit and Vegetable Intake among Low Income African-American Women in Urban Public Health CentersPreventive Medicine 41 53CrossRefGoogle ScholarPubMed
2009 http://www.climatechangecommunication.org/images/files/SixAmericas-final-v3-Web.pdf
2001 Television Campaigns and Adolescent Marijuana Use: Tests of Sensation Seeking TargetingAmerican Journal of Public Health 91 292Google ScholarPubMed
1996 Similarities and Differences Across Cultures: Questions to Inform a Third Generation for Health Promotion ResearchHealth Education Quarterly 23 S142CrossRefGoogle Scholar
1982 A Model of Strategy Mix Choice for Planned Social ChangeJournal of Marketing 46: 15CrossRefGoogle Scholar
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