The Second Edition incorporates developments in marketing practice over the last 10 years and focuses on how to apply the design approach to campaigns to effect behavior change. All organizations can do social marketing, Weinreich insists, if they follow the steps and start to think from a social marketing perspective.
Chapter 8: Segmenting the Target Audience
Segmenting the Target Audience
Through the secondary research you did in the analysis phase, you probably have some ideas about who your primary target audience(s) will be. Although your initial inclination might be to create an all-inclusive campaign, segmentation will help you to be more strategic in developing your program. Even if you feel ...