Chapter 6 - Step 3: Selecting Priority Audiences

Question 1

Step 1 in selecting a priority audience

Answer 1

The most relevant populations for a campaign is divided into smaller groups that will require unique strategies in order to persuade behavior change

eg: gardeners putting waste in their garbage container, gardeners putting waste down the drain

Question 2

3 steps in selecting prio audience

Answer 2

Segment the market
Evaluate the market
Select a prio segment

Question 3

Step 2 evaluate segments

Answer 3

Variety of factors (helps prioritize the segments, eliminate some segments)
Some factors include size the ability to reach each identified segment, and how receptive they might be to ideas

Question 4

Step 3 select a priority segment

Answer 4

One segment is ideal as it helps develop a rich profile, inspires unique campaign strategies
Increased effectiveness, efficiency, resource allocation, input for developing strategies, and addressing equity

Question 5

Traditional variables to segmentation (DGPBG)

Answer 5

Demographic (best predictors of needs, wants, etc)
Generational
Geographic
Psychographic
Behaviour

Question 6

Other variables to segmentation

Answer 6

Healthstyle segmentation
Environmental segmentation (LOHAS = lifestyles of health and sustainability)

Question 7

Diffusion of innovation, social marketing version

Answer 7

Social good - innovation
Audience - adopter categories
Behaviour - social system
Marketing mix - comm channels

Question 8

Show me/help me/make me version of diffusion of innovation model

Answer 8

Show me - Innovators and early adopters
Help me - early and late majority
Make me - laggards

Question 9

Environmental segmentation (six groups ACCDDD)

Answer 9

Alarmed
Concerned
Cautious
Disengaged
Doubtful
Dismissive

Question 10

Segmenting by midstream/upstream

Answer 10

MS: family members, friends, etc
US: policy makers, school districts, corps, etc

Question 11

Variables used to segment markets

Answer 11

Combination:
Primary base
Show me
Help me
Make me

Question 12

Criteria for evaluating segment (SPRIGPROD)

Answer 12

Segment size
Problem incidence
Reachability
Incremental costs
General responsiveness
Problem severity
Responsiveness to marketing intervention mix
Organizational capabilities
Defenselessness

Question 13

How priority audiences are selected (GGEB)

Answer 13

Greatest need
Greatest readiness for action
Easiest and least costly to reach
Best match