Jove
Visualize
Contact Us
JoVE
x logofacebook logolinkedin logoyoutube logo
ABOUT JoVE
OverviewLeadershipBlogJoVE Help Center
AUTHORS
Publishing ProcessEditorial BoardScope & PoliciesPeer ReviewFAQSubmit
LIBRARIANS
TestimonialsSubscriptionsAccessResourcesLibrary Advisory BoardFAQ
RESEARCH
JoVE JournalMethods CollectionsJoVE Encyclopedia of ExperimentsArchive
EDUCATION
JoVE CoreJoVE BusinessJoVE Science EducationJoVE Lab ManualFaculty Resource CenterFaculty Site
Terms & Conditions of Use
Privacy Policy
Policies

Related Experiment Videos

Theory and method in health audience segmentation.

M D Slater1

  • 1Department of Technical Journalism, Colorado State University, Fort Collins 80523, USA.

Journal of Health Communication
|July 1, 1996
PubMed
Summary

Effective health communication requires audience segmentation, but current methods are often informal. This study reviews segmentation strategies, critiques their limitations, and proposes advanced cluster analysis techniques for better audience targeting in health campaigns.

Related Concept Videos

You might also read

Related Articles

Articles linked to this work by shared authors, journal, and citation graph.

Sort by
Same author

Improving health communication with photographic images that increase identification in three minority populations.

Health education research·2019
Same author

Co-expression of interleukin-6 and human growth hormone in apparently normal prostate biopsies that ultimately progress to prostate cancer using low pH, high temperature antigen retrieval.

Journal of molecular histology·2006
Same author

Detection of preneoplasia in histologically normal prostate biopsies.

Prostate cancer and prostatic diseases·2002
Same author

Personal value of alcohol use as a predictor of intention to decrease post-college alcohol use.

Journal of drug education·2001
Same author

Formative research activities to provide Web-based nutrition education to adults in the Upper Rio Grande Valley.

Family & community health·2001
Same author

Power distance and collectivist/individualist strategies in alcohol warnings: effects by gender and ethnicity.

Journal of health communication·2000

Area of Science:

  • Health Communication
  • Behavioral Science
  • Data Analysis

Background:

  • Audience segmentation is crucial for health communication campaigns.
  • Current segmentation practices are often informal and lack theoretical grounding.
  • Existing strategies face methodological challenges similar to biological classification.

Purpose of the Study:

  • To review the conceptual history and theoretical bases of audience segmentation.
  • To describe and critique common audience segmentation strategies in health communication.
  • To introduce and advocate for advanced cluster analytic techniques for audience segmentation.

Main Methods:

  • Literature review of audience segmentation in health communication.
  • Conceptual analogy drawn between audience segmentation and multivariate classification in botany and zoology.

Related Experiment Videos

  • Description of cluster analytic techniques applicable to audience segmentation.

    • Main Results:

    • Identified limitations and ad hoc nature of typical audience segmentation strategies.
    • Demonstrated the utility of cluster analysis for addressing methodological issues in segmentation.
    • Highlighted the potential of advanced techniques for more robust audience analysis.

    Conclusions:

    • Formalizing audience segmentation with rigorous methods like cluster analysis can improve health communication.
    • Adoption of advanced analytical approaches is recommended for more effective campaign targeting.
    • Future efforts should focus on enabling widespread use of sophisticated segmentation strategies.