#audience module

[munkeyneedsatreehouse-blog]

Audience Module, Research Activity #3, PH402

I think that the way that Mc Donald’s segments their target customers is very similar to the way that health communication targets it’s segments. First they segment geographically, such as serving chicken instead of beef in India; this is the same in the way of public health taking a role of global health and campaigning in response to the issues of certain corners of the world. For instance, it is good for the American (or any) population to know about the Ebola virus but it would be much more conducive to expend efforts on the Ivory Coast of Africa. Next they segment by age, gender, and income. This overlaps with the segmentation of public health in terms of covering your cough at an elementary school, teen pregnancy at a high school, free flu shots in a disadvantaged community, and prostate or breast cancer screenings for the corresponding sex. Mc Donald's, like public health campaigns, are trying to get the most reach with the most response; they want to appeal to everyone so everyone wants their product in the same way that public health wants to reach as many as they can so everyone can have better health behaviors. @globalcommunicationproject

[tubbytsumtsumlover-blog]

Channels, Part two, Audience, Research Activity #4, PH402

A good example segmentation is by San Diego County along with the metropolitan group, in their “Mental Health Campaign & Fotonovela”. They developed an intervention that would reduce the stigma around mental illness in Latinos. It is segmented toward all Latinos in the San Diego county. They segmented by behavior also by providing the information in a Fotonovela form, as a lot of Latinos like novels. They segmented geographically by providing the pamphlets in different areas in Latino neighborhoods, one example being the grocery stores. It also was imbedded in other prints in order to get a larger reach of the Latino population. This is an example of successful segmentation, it was able to reach 1 in 5 Latinos and 90% surveyed the pamphlet helped them recognize symptoms of mental health problems. Link: http://www.metgroup.com/portfolio/san-diego-county-fotonovela/

An inadequate example of segmentation is an Article and public communication strategy toward promoting the humane treatment of migrants. It is trying to protect migrants from other countries coming to the US border. It is segmented toward the demographic group of migrants. This is inadequate because instead of educating and targeting those who treat the migrants inhumanly it focuses on providing training and technical assistance to other countries besides the USA. Link: http://www.metgroup.com/portfolio/article-19/

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

Audience Module, Research Activity #4, PH402

This is a campaign through the CDC to raise awareness and get the public to talk to their partners, and get regular testing. In this ad they have segmented the population to men, as it is “National Gay Men’s HIV/AIDS Awareness Day” and not National Awareness day. They have further segmented the target audience to gay men, and then due to statistical data, they have segmented again to men of non-Caucasian ethnicity; be it African American or Latino. I assume they put some Caucasian men in the ad to make clear that it is not only an ethnic issue, but the majority of the men shown are non-Caucasian most likely to convey that the highest risk is not in Caucasian men. This is a very clear target audience.

This ad brought to the public by “Healthy Chicago” shows a pregnant male. While I’m sure they are trying to convey that pregnancy is a male issue as well as a female issue, the ad seems to be targeting males vulnerable to unexpected pregnancy, impossible. While it does catch the eye very well, and might therefore have good reach, women or teen females might not relate to the campaign as well as if it were a female on the ad.

@globalcommunicationproject

[munkeyneedsatreehouse-blog]

Audience Module, Research Activity #1, PH402

In the “Lead the Break” campaign, what I can gather from the Twitter feed is that the targeted audience is obviously college students but while they appear to have been further segmented by similar interests of college students, i.e., those who enjoy to spend their leisure time sober. It is hard to gather if the campaign was reaching out to the do-good student, which is who seems to be the only ones responding to the ad. I’m sure the campaign was intended to reach out to the high-risk college students whose behaviors are unhealthy, but that doesn’t seem to be the group that responded. @globalcommunicationproject

[sdsuph402-blog]

Audience module Research Activity 4, PH 402

1) http://static.boredpanda.com/blog/wp-content/uploads/2014/10/breast-cancer-ads-3.jpg

This print ad seems to carefully select its audience segment. This ad segments young women and promoting the ideal of checking your breast. Although mammograms seem to be of topic and something to do when your 40+, this ad reminds young women to check your breast routinely.

2) http://www.demilked.com/magazine/wp-content/uploads/2014/05/social-advertisement-powerful-ads-35.jpg

This ad is very general, but it brings forward the message, to not drive when your at risk of falling asleep at the wheel.  The ad could do more segmenting by showing who the driver is, maybe this could be targeted at truck drivers who drive endlessly across the country. This ad shows more of the consequence of an ill- behavior without reeling in on the audience.

@globalcommunicationproject

[sdsuph402-blog]

Audience Module Research Activity 3, PH 402

In Katrina Strapazzon’s video of target marketing by McDonald’s, she's goes through the different ways McDonald's attracts different segments of audiences. Like health communication audience segmentation, McDonald's approaches their different segments based on geography (different countries have their own menu items), income (options for dollar menu to premium), by age (happy meals or wi-fi), and by gender. This overlaps with approaches in health communication by targeting different segments based on their needs/wants. McDonald's is meeting the consumers where they are. By diversifying the menu across countries and having menu options at different cost, increases consumer “reachability”. In health communication, our job is to consider the audience's dimensions and where they come from and with that form our message, and choose our channel that best fits the audience. It becomes distinct in health communication because there is a specific message that we are sending out, and people tend to be either non-responsive or sensitive to the message. So health communication has to be specific to who their audience segment is and also keep in mind of how the same or other segments may react. @globalcommunicationproject

[sdsuph402-blog]

Audience Module Research Activity 1, PH 402

First off, I think using a social media channel like Twitter segments the population in it's own way. I would say the majority of Twitter users are millennial or young adults. After looking through the "#LeadtheBreak" Twitter campaign, it's obvious the audience focus is on students (either high school or college). The campaign is about abstaining from alcohol, so in order to keep the feed closely related to that message, the hashtag was directed to be used by student leaders who agree with the message and volunteer their time as community leaders as well. I think that Responsibilty.org did this as an organic effort for any student to show off how the spent their break, as opposed to this being a paid targeting effort. @globalcommunicationproject

[simplytheadventurous-blog]

Audience Module, Research Activity #3, PH402

                Mc Donald is a huge fast food industry serving over 70 million customers in over 100 countries every day.  In order to satisfy its customer and their desire, its geographic segments include USA, Europe, Asia, Middle East, Africa, Canada and Latin America.  Mc Donald mainly focuses on their three global growth priorities; therefore, the menu is completely different from each country.  For in China, people will see crispy Chinese sandwich; meanwhile, McCurry Pan and chicken Maharaja Mac and in India.  They have Mc Arabia. Mc Donald also has demographic segmentation by providing children with happy meals, toys and playgrounds at its location.  They also have free Wi-Fi for young adults while their children playing inside the playground. In addition, they mainly target Hispanics, African Americans and Asians through individual website include its culture and what is happening in the community.  They also have income segmentation which includes dollar menu, extra value meals and premium items.  They have occasion segmentation and promotion such as Mc Rib, shamrock shake, holiday pie and Monopoly each year.

@globalcommunicationproject