Demographics Are Not Enough: Targeting and Segmentation of Anti-Obesity Campaigns in Mexico
Mass media campaigns against obesity are often
designed to impact large audiences. This usually means that their
audience is defined based on general demographic characteristics like
age, gender, occupation etc., not taking into account psychographics
like behavior, motivations, wants, etc. Using psychographics, as the
base for the audience segmentation, is a common practice in case of
successful campaigns, as it allows developing more relevant
messages. It also serves a purpose of identifying key segments, those
that generate the best return on investment. For a health campaign,
that would be segments that have the best chance of being converted
into healthy lifestyle at the lowest cost. This paper presents the
limitations of the demographic targeting, based on the findings from
the reception study of IMSS (Mexican Social Security Institute) antiobesity
TV commercials and proposes mothers as the first level of
segmentation, in the process of identifying the key segment for these
campaigns.
[1] Instituto Nacional de Salud Publica, “Encuesta Nacional de Salud y
Nutricón,” 2012.
[2] Food and Agriculture Organization, “The state of food and agriculture,”
2013. in http://www.fao.org/docrep/018/i3300e/i3300e.pdf3
[3] Subsecretaria de prevención y promoción de salud, “Hay 11 anuncios de
comida por uno de prevención,” 24 Horas, pág. W1 -14. 6 Aug. 2012. In
http://www.spps.gob.mx/noticias/981-hay-11-anuncios-comida-por-unoprevencion.
html
[4] V. Moreno-Araujo, interview by Dagmara Wrzecionkowska, 28 Mar.
2014.
[5] S. M. Noar, N. G. Harrington, R. S. Aldrich, “The Role of Message
tailoring in the development of Persuasive Health Communication
Messages,” In Beck C.S. Communication Yearbook 33. 2006.
[6] K. L. Schmid, S. E. Rivers, A. E. Latimer, P. Salovey, “Targeting or
Tailoring? Maximizing Resources to Create Effective Health
Communication,” 2008.
[7] D. Yankielovich, D. Meer, “Rediscovering Segmentation,” Harvard
Business Review, 2006.
[8] H. Patrick, T. A. Nicklas, “A review of family and social determinants
of children’s eating patterns and diet quality,” J Am Coll Nutr.2005;
24(2), 2005.
[9] K. W. Cullen, T. Baranowski, L. Rittenberry, C. Cosart, D. Hebert, C.
Moor, “Child-reported family and peer influences on fruit, juice and
vegetable consumption: reliability and validity of measures,” Oxford
Journals, Medicine & Health, Health Education Research, Volume 16,
Issue 2, 1999.
[10] L. Birch, L. McPhee, B. C. Shoba, L. Steinberg, R. Krehbiel, “’Clean up
Your Plate’: Effects of Child Feeding Practices on the Conditioning of
Meal Size. Learning and Motivation,” 1987.
[11] Y. Lee, L. L. Birch, “Diet Quality, Nutrient Intake, Weight Status, and
Feeding Environments of Girls Meeting or Exceeding the American
Academy of Pediatrics Recommendations for Total Dietary Fat,”
Pediatrics, 54(3):179–186. 2002.
[12] T. V. E. Kral, M. S. Faith., “Influences on Child Eating and Weight
Development From a Behavioral Genetics Perspective,” J Pediatr
Psychol. 34(6):596-605. 2009.
[13] J. A. Ello-Martin, J. H. Ledikwe, B. J. Rolls, “The influence of food
portion size and energy density on energy intake: implications for
weight management 1,2,3,4,” American Society for Clinical Nutrition.
2005.
[14] J. S. Savage, J. Orlet Fisher, L. L. Birch, “Parental Influence on Eating
Behavior, Conception to Adolescence,” The journal of law, medicine
and ethics. 2007.
[15] D. Galliano, J. Bellver, “Female obesity: short- and long-term
consequences on the offspring,” Gynecol Endocrinol, 29(7):626-31. Jul.
2013.
[16] Instituto Nacional de Estadistica y Geografía, “Mujer y Hombre
Mexicano,” 2011.
[17] Instituto Nacional de Estadistica y Geografía, “Mujer y Hombre
Mexicano,” 2012.
[18] Instituto Nacional de las Mujeres. Mexico, “El impacto de los
estereotipos y los roles de género en México,” 2006.
[19] Instituto Nacional de Estadistica y Geografía, “Estadísticas a propósito
del día de la familia Mexicana, datos nacionales,” 2007.
[20] E. M. Rogers, J. D. Storey, (1987). in C. K. Atkin, L. Wallack, “Mass
Communication and Public Health: Complexities and Conflicts,” p.130.
1990.
[21] J. K. Springston, “Public Health Campaign” In Encyclopedia of Public
Relations .2005.
[22] R. Alcalay, R. A. Bell, “Promoting nutrition and physical activity
through Social Marketing. Current Practices and recommendations,”
Center for Advanced studies in Nutrition and Social Marketing.
University of California, Davis CA 2000.
[23] Instituto Nacional de Estadistica y Geografía, “Encuesta Nacional de
Empleo y Seguridad Social,” 2013.
[24] Instituto Mexicano de Seguro Social, “Post evaluation of IMSS
campaigns” by Bufete de Proyectos Información y Análisis in 2012,
IPSOS in 2009, 2010, 2011, FLUXUS in 2013. The documents were
provided by Instituto Federal de Accesso a la Información to
D.Wrzecionkowska.
[25] D. Loviglio, “When To Use a Focus Group and When Not To,”
Interview with J. Francis. 21 Aug. 2012. In https://blog.mozilla.org/ux/
2012/08/when-to-use-a-focus-group-and-when-not-to/
[26] J. Lull, “World Families Watch Television,” Newbury Park, Calif.:
Sage. 1988.
[27] H. López Romo, Asociación Mexicana de Agencias de Inteligencia de
Mercado y Opinión. Los Niveles Socioeconómicos y la distribución del
gasto. 2009. In
http://www.amai.org/NSE/NivelSocioeconomicoAMAI.pdf
[1] Instituto Nacional de Salud Publica, “Encuesta Nacional de Salud y
Nutricón,” 2012.
[2] Food and Agriculture Organization, “The state of food and agriculture,”
2013. in http://www.fao.org/docrep/018/i3300e/i3300e.pdf3
[3] Subsecretaria de prevención y promoción de salud, “Hay 11 anuncios de
comida por uno de prevención,” 24 Horas, pág. W1 -14. 6 Aug. 2012. In
http://www.spps.gob.mx/noticias/981-hay-11-anuncios-comida-por-unoprevencion.
html
[4] V. Moreno-Araujo, interview by Dagmara Wrzecionkowska, 28 Mar.
2014.
[5] S. M. Noar, N. G. Harrington, R. S. Aldrich, “The Role of Message
tailoring in the development of Persuasive Health Communication
Messages,” In Beck C.S. Communication Yearbook 33. 2006.
[6] K. L. Schmid, S. E. Rivers, A. E. Latimer, P. Salovey, “Targeting or
Tailoring? Maximizing Resources to Create Effective Health
Communication,” 2008.
[7] D. Yankielovich, D. Meer, “Rediscovering Segmentation,” Harvard
Business Review, 2006.
[8] H. Patrick, T. A. Nicklas, “A review of family and social determinants
of children’s eating patterns and diet quality,” J Am Coll Nutr.2005;
24(2), 2005.
[9] K. W. Cullen, T. Baranowski, L. Rittenberry, C. Cosart, D. Hebert, C.
Moor, “Child-reported family and peer influences on fruit, juice and
vegetable consumption: reliability and validity of measures,” Oxford
Journals, Medicine & Health, Health Education Research, Volume 16,
Issue 2, 1999.
[10] L. Birch, L. McPhee, B. C. Shoba, L. Steinberg, R. Krehbiel, “’Clean up
Your Plate’: Effects of Child Feeding Practices on the Conditioning of
Meal Size. Learning and Motivation,” 1987.
[11] Y. Lee, L. L. Birch, “Diet Quality, Nutrient Intake, Weight Status, and
Feeding Environments of Girls Meeting or Exceeding the American
Academy of Pediatrics Recommendations for Total Dietary Fat,”
Pediatrics, 54(3):179–186. 2002.
[12] T. V. E. Kral, M. S. Faith., “Influences on Child Eating and Weight
Development From a Behavioral Genetics Perspective,” J Pediatr
Psychol. 34(6):596-605. 2009.
[13] J. A. Ello-Martin, J. H. Ledikwe, B. J. Rolls, “The influence of food
portion size and energy density on energy intake: implications for
weight management 1,2,3,4,” American Society for Clinical Nutrition.
2005.
[14] J. S. Savage, J. Orlet Fisher, L. L. Birch, “Parental Influence on Eating
Behavior, Conception to Adolescence,” The journal of law, medicine
and ethics. 2007.
[15] D. Galliano, J. Bellver, “Female obesity: short- and long-term
consequences on the offspring,” Gynecol Endocrinol, 29(7):626-31. Jul.
2013.
[16] Instituto Nacional de Estadistica y Geografía, “Mujer y Hombre
Mexicano,” 2011.
[17] Instituto Nacional de Estadistica y Geografía, “Mujer y Hombre
Mexicano,” 2012.
[18] Instituto Nacional de las Mujeres. Mexico, “El impacto de los
estereotipos y los roles de género en México,” 2006.
[19] Instituto Nacional de Estadistica y Geografía, “Estadísticas a propósito
del día de la familia Mexicana, datos nacionales,” 2007.
[20] E. M. Rogers, J. D. Storey, (1987). in C. K. Atkin, L. Wallack, “Mass
Communication and Public Health: Complexities and Conflicts,” p.130.
1990.
[21] J. K. Springston, “Public Health Campaign” In Encyclopedia of Public
Relations .2005.
[22] R. Alcalay, R. A. Bell, “Promoting nutrition and physical activity
through Social Marketing. Current Practices and recommendations,”
Center for Advanced studies in Nutrition and Social Marketing.
University of California, Davis CA 2000.
[23] Instituto Nacional de Estadistica y Geografía, “Encuesta Nacional de
Empleo y Seguridad Social,” 2013.
[24] Instituto Mexicano de Seguro Social, “Post evaluation of IMSS
campaigns” by Bufete de Proyectos Información y Análisis in 2012,
IPSOS in 2009, 2010, 2011, FLUXUS in 2013. The documents were
provided by Instituto Federal de Accesso a la Información to
D.Wrzecionkowska.
[25] D. Loviglio, “When To Use a Focus Group and When Not To,”
Interview with J. Francis. 21 Aug. 2012. In https://blog.mozilla.org/ux/
2012/08/when-to-use-a-focus-group-and-when-not-to/
[26] J. Lull, “World Families Watch Television,” Newbury Park, Calif.:
Sage. 1988.
[27] H. López Romo, Asociación Mexicana de Agencias de Inteligencia de
Mercado y Opinión. Los Niveles Socioeconómicos y la distribución del
gasto. 2009. In
http://www.amai.org/NSE/NivelSocioeconomicoAMAI.pdf
@article{"International Journal of Business, Human and Social Sciences:70062", author = "D. Wrzecionkowska", title = "Demographics Are Not Enough: Targeting and Segmentation of Anti-Obesity Campaigns in Mexico", abstract = "Mass media campaigns against obesity are often
designed to impact large audiences. This usually means that their
audience is defined based on general demographic characteristics like
age, gender, occupation etc., not taking into account psychographics
like behavior, motivations, wants, etc. Using psychographics, as the
base for the audience segmentation, is a common practice in case of
successful campaigns, as it allows developing more relevant
messages. It also serves a purpose of identifying key segments, those
that generate the best return on investment. For a health campaign,
that would be segments that have the best chance of being converted
into healthy lifestyle at the lowest cost. This paper presents the
limitations of the demographic targeting, based on the findings from
the reception study of IMSS (Mexican Social Security Institute) antiobesity
TV commercials and proposes mothers as the first level of
segmentation, in the process of identifying the key segment for these
campaigns.", keywords = "Anti-obesity campaigns, mothers, segmentation,
targeting.", volume = "9", number = "5", pages = "1695-9", }
