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Segmentation In Social Marketing: Insights From The European Union’S Multi-Country, Antismoking Campaign, Gianfranco Walsh, Louise M. Hassan, Edward Shiu, J. Craig Andrews, Gerard Hastings
Segmentation In Social Marketing: Insights From The European Union’S Multi-Country, Antismoking Campaign, Gianfranco Walsh, Louise M. Hassan, Edward Shiu, J. Craig Andrews, Gerard Hastings
Marketing Faculty Research and Publications
Purpose – In 2005, the European Union launched a four-year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, non-smokers, and ex-smokers).
Design/methodology/approach – The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour.
Findings – Cluster analyses identify three distinct and …