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 and Zaltman, 1971). This latter informational approach has been used extensively by social marketers, with the advertising process being the central component in many social marketing campaigns.