Академический Документы
Профессиональный Документы
Культура Документы
Overview
Determine target audience Determine what you need to know Audience research Interpreting results
People who influence your primary audience (peers; social referents) Policymakers Media professionals Supervisors, boards of directors Your employees
Tertiary audience:
People whose behavior you wish to affect. Potential customers or consumers considering whether to adopt the product you are promoting. People most at risk for the problem you are addressing.
A priori
Determined in advance (sex, race, age, residential status) Objective (can be observed/measured)
Self-selection bases
Segments define themselves thru response to campaign Rarely indicates why response occurred
Inferred general:
Inferred behavioral:
Obj. Behavioral
Access to health care Past behaviors Distance to sources Behavior of peer group/village/family Hours watching different media
Self-efficacy Perceived benefits/costs Stage of behavior change Social norms Perceived risk Perceived severity
Even within an audience subgroup, there may be many important differences with respect to the behavior you are promoting.
E.g., an STD prevention program wont use the same appeals for boys and girls, or older and younger teens.
Segmenting by demographics (age, sex, education, etc.) may NOT be as important as segmenting by risk-level or personality.
E.g., those who know theyre at risk may react differently to those who feel invulnerable.
Whats needed: Identify subgroups that have common similar determinants of behavior in question
Slater, M.D. (1996). Theory and Method in Health Audience Segmentation. J of Health Comm, vol. 1: 267-283.
Behavior Determinants
1) Identify from research the known determinants of KAP with respect to goal behavior 2) Identify audience segments on basis of distinctive patterns of determinants HOWEVERHow do you identify these patterns?
Segmentation Methods
Easy to measure, but not that informative Many sub-differences w/in demographic groups overlooked
ButAssumes there are a few key variables Assumes one has correctly identified them May miss subtle distinctions w/in segments
Need for parsimonythe fewest possible variables to explain audience variance Statistical models are cumbersome when overloaded with too many variables To best guide channel selection & intervention design, segments should be predictive of distinctive patterns of media use
sociodemographic variables personal identity - what they care about risk level - stage of behavior change
Girls prefer softer music and soap operas Boys prefer action flicks and harder, louder music African-Americans and children from singleparent households watch more TV
Steele JR, Brown JD. Adolescent room culture: Studying media in the context of everyday life. J Adolesc Hth 1995; 24(5).
Even within race & class categories, teenagers media use vary dramatically
Teens define themselves by their identities Girls sense of selves may be particularly transitory & vulnerable to media influence
Pipher M. Reviving Ophelia. New York: Ballantine Books, 1994. Thompson S. Going All the Way. New York: Hill and Wang, 1995.
Identity attributes may be more amenable to change than basic sociodemographic variables
Prochaska J, Redding C, Harlow L, et al. The transtheoretical model of change and HIV prevention: A review. Hth Ed Qaurt 1994; 21(4):471-86.
Shy girls Romantic idealists Hell-raisers Fast-track girls Having the baby
Behavior change is not a one-step process Different messages are needed for each stage
Pre-contemplation:
s
No intention to use condoms Intends to use condoms in next 6 months Intends to use condoms from now on Every time condom use for less than 6 months Condoms used every time for at least 6 months
Prochaska J, et al. The transtheoretical model of change and HIV prevention: A review. Hth Ed Qaurt 1994; 21(4):471-86. Schnell DJ, et al. Measuring the adoption of consistent use of condoms using the stages of change model. Public Health Reports 1996;111(suppl 1):59-68.
Contemplation:
s
Ready-for-action:
s
Action:
s
Maintenance:
s
Campaigns that target audience by risk level are more effective than nontargeted campaigns
-- in smoking cessation, exercise adoption, dietary fat reduction & mammography screening
People who progress from one stage to next early in campaign are more likely to ultimately change behavior
3% pre-contemplators quit smoking 7% pre-contemplators who moved to contemplation in 1st month quit smoking 20% contemplators took action 41% contemplators who moved to ready-for-action in 1st month took action
Prochaska JO, et al. In search of how people change. American Psychologist 1992;47(9):1102-14.
to change womens HIV risk behavior & community norms, using narrative pamphlets Welfare mothers ages 17-54
Target audience:
Contemplation:
Kizzy says shell seriously try to use condoms Mayeisha decides to use condoms with her next man Champagne uses condoms, but not every time
Ready-for Action:
Action:
Kinght K, et al. This is my story: A descriptive analysis of a peer education HIV/STD risk reduction program. Presented at American Public Health Association, New York City, November, 1996.
Social marketing campaign to promote teenage condom use in Portland, Oregon by Population Services International 1992-94 Community mobilization Condom vending machines Peer skill-building workshops Motivational media campaign Evaluation research
Target audience:
At-risk teens ages 12-21 Caucasian boys; Caucasian girls; African-American boys & girls
Audience segments:
PSA for girls: romantic flowers PSA for boys: pretty girls PSA for African-Americans: passionate glance
Teens who used condoms in last month increased from 32% to 40% Teens who used condoms with casual partners rose from 72% to 90% Teens who planned to discuss condoms with next partners rose from 53% to 80%
Blair J. PSI/Project ACTION: Improving Teen Risk Reduction. Washington: Population Services International, 1995.
Incidence, severity, defenselessness, etc. 1= average; > 1=worse Average scores + Multiply by population size for segment (IAP) Add IAPs together = total IAP Convert each segments score to a % of total IAP
See example
P. 194