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Health Advertising to promote Fruit and Vegetable Intake: Application of need-related Health Audience Segmentation

  • N. GEEROMS

    ()

  • P. VAN KENHOVE

    ()

  • W. VERBEKE

Given the importance of meaningful audience segmentation in creating effective health advertisements, this study proposes a new segmentation approach based on a theoretical structure of eight fundamental consumer needs. The authors demonstrate the usefulness of this new method in the process of developing appropriate health advertisements in the context of fruit and vegetable consumption. Results of a two-step cluster analysis reveal five different health segments to exist with different health-realted need patterns. Significant differences exist between these segments both with regard to (category-specific) fruit and vegetable consumption and reactions toward fruit and vegetable health advertisements. In general, a segment’s reactions toward appropriate need-related health advertising were significantly more positive than its reactions toward health advertising that has a general character (i.e. not responsive to a segment’s underlying needs). Based on these results some practical suggestions and recommendations are offered for health communicators to use when developing need-related health advertisements to audiences with specific health-related need patterns.

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Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 05/336.

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Length: 39 pages
Date of creation: Oct 2005
Date of revision:
Handle: RePEc:rug:rugwps:05/336
Contact details of provider: Postal: Hoveniersberg 4, B-9000 Gent
Phone: ++ 32 (0) 9 264 34 61
Fax: ++ 32 (0) 9 264 35 92
Web page: http://www.ugent.be/eb

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