%0 Journal Article
	%A D. Wrzecionkowska
	%D 2015
	%J International Journal of Humanities and Social Sciences
	%B World Academy of Science, Engineering and Technology
	%I Open Science Index 101, 2015
	%T Demographics Are Not Enough: Targeting and Segmentation of Anti-Obesity Campaigns in Mexico
	%U https://publications.waset.org/pdf/10001545
	%V 101
	%X 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.
	%P 1690 - 1698