#audience module

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/

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.

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.

                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.