Audience segmentation

Audience segmentation is a process of dividing people into homogeneous subgroups based upon defined criteria such as product usage, demographics, psychographics, communication behaviors and media use.[1][2] Audience segmentation is used in commercial marketing so advertisers can design and tailor products and services that satisfy the targeted groups. In social marketing, audiences are segmented into subgroups and assumed to have similar interests, needs and behavioral patterns and this assumption allows social marketers to design relevant health or social messages that influence the people to adopt recommended behaviors.[3] Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change.[4] Audience segmentation makes campaign efforts more effective when messages are tailored to the distinct subgroups and more efficient when the target audience is selected based on their susceptibility and receptivity.[5][6]

  1. ^ Cirksena, M.K., & Flora, J.A. (1995). Audience segmentation in worksite health promotion: A procedure using social marketing concepts. Health Education Research, 10, 211–224.
  2. ^ Williams, J.E., & Flora, J.A. (1995). Health behavior segmentation and campaign planning to reduce cardiovascular disease risk among Hispanics. Health Education Quarterly, 22, 36–48.
  3. ^ Rimal, R.N. & Adkins, A.D. (2003). Using computers to narrowcast health messages: The role of audience segmentation, targeting and tailoring in health promotion. In Thompson T.L., Dorsey, A., Miller, K.I., Parrott, R. (Eds), Handbook of health communication (pp. 498–499). New York, NY: Routledge.
  4. ^ Slater, M.D. (1996). Theory and method in health audience segmentation. Journal of Health Communication, 1, 267–283.
  5. ^ Atkin, C. & Freimuth, V. (2001). Formative evaluation research in campaign design. In R.E. Rice & C.K. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 125–145). Thousand Oaks, CA: Sage.
  6. ^ Dervin, B. & Frenette, M. (2001). Applying sense-making methodology: Communicating communicatively with audiences as listeners, learners, teachers, confidantes. In R.E. Rice & C.K. Atkin (Eds.), Public communication campaigns (3rd ed., pp. 69–87). Thousand Oaks, CA: Sage.