Fear appeals: segmentation is the way to go

Discusses the effectiveness of fear appeals in health advertising (e.g. anti-smoking).

Fear appeals: segmentation is the way to go

Valerie Quinn, Tony Meenaghan and Teresa Brannick

INTRODUCTION

Despite some initial reservations, it has long been accepted that the scope for the application of marketing principles extends beyond the traditional profit arena of goods and services. Within this expanded context, marketing principles have a particularly fertile application in the modification of health-related behaviour.

Much of the literature concerning the use of non-profit marketing has concentrated in the area of 'social marketing', with the major approaches for producing social change being identified as legal, technological, economic and informational (Kotler...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands