Segmentation in social marketing: insights from the European Union's multi-country, anti-smoking campaign

G. Walsh, L.M. Hassan, E.M.K. Shiu, C. Andrews, G. Hastings

Research output: Contribution to journalArticle

21 Citations (Scopus)

Abstract

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). 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.
Cluster analyses identify three distinct and significant target groups (message-involved, message-indifferent, and message-distanced) who respond differentially to the advertising. Furthermore, the percentage of respondents within each cluster varies across the EU Member States. Using Schwartz's cultural framework, the cultural dimension of “openness to change versus conservatism” is found to explain substantial cross-national variation in message-involved and messaged-distanced respondents. Cluster solutions are shown to be stable across the two data waves. Implications of these results are discussed.
This is the first study that seeks to better understand consumer reactions to social-marketing advertising across different segments of the overall target group.
LanguageEnglish
Pages1140-1164
Number of pages25
JournalEuropean Journal of Marketing
Volume44
Issue number7/8
DOIs
Publication statusPublished - 2010

Fingerprint

Smoking
Segmentation
Social marketing
European Union
Openness
Cultural dimensions
Telephone
Conservatism
Factors
Smoking behavior
Targeting
Advertising campaign
Cross-national
Television advertising

Keywords

  • social marketing
  • anti-smoking
  • smoking cessation
  • tobacco demarketing
  • anti-tobacco policy
  • european union
  • insights
  • multi-country
  • campaign

Cite this

Walsh, G. ; Hassan, L.M. ; Shiu, E.M.K. ; Andrews, C. ; Hastings, G. / Segmentation in social marketing : insights from the European Union's multi-country, anti-smoking campaign. In: European Journal of Marketing. 2010 ; Vol. 44, No. 7/8. pp. 1140-1164.
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Segmentation in social marketing : insights from the European Union's multi-country, anti-smoking campaign. / Walsh, G.; Hassan, L.M.; Shiu, E.M.K.; Andrews, C.; Hastings, G.

In: European Journal of Marketing, Vol. 44, No. 7/8, 2010, p. 1140-1164.

Research output: Contribution to journalArticle

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