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Audience segmentation
Audience segmentation is a process of dividing people into homogeneous subgroups based upon defined criterion such as product usage, demographics, psychographics, communication behaviors and media use.〔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.〕〔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.〕 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.〔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.〕 Audience segmentation is widely accepted as a fundamental strategy in communication campaigns to influence health and social change.〔Slater, M.D. (1996). Theory and method in health audience segmentation. Journal of Health Communication, 1, 267–283.〕 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.〔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.〕〔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.〕
==Criteria for audience segmentation strategy==
Audience segmentation strategy is driven by the goal of developing criteria that can be used to form homogeneous clusters. The most common criteria used are demographics (age, level of education, income, ethnicity and gender) and geography (region, county, census tract). Since an audience segment that is derived exclusively from demographics such as Asian-American youths constitutes a large group that still has varied beliefs, values and behavior, demographics may not be sufficient as segmentation criteria.〔Slater, M.D. (1996). Theory and method in health audience segmentation. Journal of Health Communication, 1, 267–283.〕 More sophisticated segmentation strategies use psychosocial, behavioral and psychographics (personality, values, attitudes, interests, level of readiness for change and lifestyles) as variables to categorize audience subgroups.〔Weinstein, A. (1994). Market segmentation: Using demographics, psychographics and other niche marketing techniques to predict and model customer behavior. Chicago, IL: Probus.〕 Once the audience has been divided into segments based on selected criteria, campaigns are then designed and communication channels are selected to reach their intended audience effectively.
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