Deck 5: Segmenting, Evaluating, and Selecting Target Audiences

Question 1

What is one potential geographic segment you might target?

Answer 1

Urban, rural, neighborhood, housing complex, zipcode, city, county, workplace

Question 2

Which one would you target to get increased numbers of people who have adopted the recommended behavior?

Answer 2

Preparation or In Action

Question 3

What Stage of Change would you target?

Answer 3

Precontemplators, Contemplators, Preparation, Action, Maintenance
Describe each of the three major segments below:

Question 4

What are two potential upstream audiences?

Question 5

What is one potential demographic segment you might target?

Question 6

For the Stages of Change Segments, assume they were all equal in size.

-Why?

Question 7

What is one potential psychographic segment you might target?

Question 8

Geographic

A) Country
B) Generation
C) Density
D) Climate

Question 9

What are the major benefits of selecting a Target Audience for your effort?

A) Increased Effectiveness, Increased Efficiency, Input for Resource Allocation and Input for Developing Strategies
For each of the following, which one variable does not "belong" in that category?

Question 10

What is a potential behavior-related segment you might target?

Question 11

Which one is typically the largest?

Question 12

Which one should social marketers concentrate on?

Question 13

Describe each of the three major segments below:

-The Help Me Group

Question 14

Describe each of the three major segments below:

-The Make Me Group

Question 15

What are two potential midstream audiences?

Question 16

Demographic

A) Age
B) Nationality
C) Social Class
D) Gender
E) Religion

Question 17

What is an example of a downstream target audience?

Question 18

Psychographic

A) Lifestyle
B) Values
C) Personality
D) Attitude toward Product
E) Religion

Question 19

Behavior-related

A) Occasion for usage
B) Readiness stage
C) Family life cycle
E) Termination

Question 20

Describe each of the three major segments below:

-The Show Me Group

Question 21

What other variable determined strategies employed?

Question 22

What segmentation variable did the authors of the case use to label the three groups: The Safe Responsibles, The Stoic Individualists, The Thrill-Seeking Socializers.

Question 23

What was the primary segmentation variable used to identify the target audience?