What Makes Social Marketing Different?
Audience Segmentation
For example, completely different programs would be designed for these two
segments:
- Overweight adults who do not enjoy physical activity and are not
motivated to participate in it.
(The program for this segment would need to address the target audience's
motivation before behavior change can be expected.)
- Overweight adults who like physical activity and are motivated to do it,
but can't find the time during the day to participate in it.
(The program for this segment would need to address the target audience's
perception of the barrier of lack of time.)
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