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| Author: | Walsh, G. (et al.) |
| Title: | Segmentation in social marketing: insights from the European Union's multi-country, antismoking campaign |
| Journal: | European Journal of Marketing
2010 : VOL 44:7/8, p. 1140-1164 |
| Index terms: | European Union smoking cigarette industry cross-cultural studies cluster analysis advertising effectiveness |
| Language: | eng |
| Abstract: | The paper studies the impact of a cross-cultural anti-smoking advertising campaign launched by the European Union in 2004. 24 000 smokers and non-smokers in 25 EU countries were interviewed via telephone during 2006 and 2007. The study aims to identify clusters in attitude towards the campaign, comprehension of the campaign and consumers' tendency to think responsively about their smoking. It is also discussed whether segmentation and targeting are useful in this kind of social-advertising. The findings reveal three main target groups: message-involved, message-indifferent and message-distanced consumers. Cultural differences can be seen in the percentages of consumers in these groups. |
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