Section 2 - Summary of Questions

Market Segmentation and Target Marketing

A. Segmenting the Market

• How are you going to segment the population into smaller homogeneous groups? (geographically, demographically, psychographically)
• What attitudes/beliefs/behaviours define separate segments?
• Does the " stages of change model" apply to your segmentation?

B. Identifying Target Audiences

• Which group(s) should be the primary target audience(s) and why?
• Which group(s) should be the secondary target audience(s) and why?

C. Analysis of Target Audience

• What do target audiences know about the desired behaviour?
• What are the target audiences' values and attitudes related to the desired behaviour?
• What are the competing behaviours and what are the barriers to changing behaviour?
• How can you help the target audience overcome barriers to behaviour change?
• Would upstream efforts that work to change the environment be appropriate for this campaign?