An Exploration of the need for segmentation in anti-smoking campaigns

Julian de Meyrick

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

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Abstract

Objective: To identify different segments in the anti-smoking target market. Methodology: Changes in smoking status (current-, ex- or never-smoker) in different behavioural and demographic segments are compared using data from four Australian National Health Surveys. Findings: Anti-smoking campaigns in Australia have employed a single, fear appeal message strategy to reduce smoking prevalence in the community. This paper shows that the campaigns have been associated with continued success in helping smokers to quit, especially female smokers. They have not had the same impact helping young people avoid taking the habit up In particular, there has been a sustained increase in the odds that a young female has taken up smoking. Conclusion: Smoking prevalence will only be eliminated when the different needs of smokers and young, potential smokers, and males and females are recognised and appropriately differentiated campaigns are developed, targeting each of these segments separately.
Original languageEnglish
Title of host publicationMarketing theory into practice
Subtitle of host publicationproceedings of the Academy of Marketing Conference 2007
Place of PublicationKingston, UK
PublisherKingston Business School
Number of pages12
ISBN (Print)9781872058146
Publication statusPublished - 2007
EventAcademy of Marketing Conference (2007) - Egham, UK
Duration: 3 Jul 20076 Jul 2007

Publication series

NameResearch paper series
PublisherKingston Business School
Number61

Conference

ConferenceAcademy of Marketing Conference (2007)
CityEgham, UK
Period3/07/076/07/07

Keywords

  • tobacco
  • smoking
  • segmentation
  • prevalence
  • demographics

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