Who is your audience?

The topic of this week's class was audience segmentation. This involves separating out your audience based on demographics, geographics, sociographics, psychographics, etc. We demonstrated this idea by segmenting the individuals in our class based on the region of San Diego that we live in (geographics), gender (demographics), beliefs about nutrition and exercise (psychographics), etc. The main lesson that I learned from this "lab" was that for most health topics, segmenting an audience solely by geographics or demographics will not be the most efficient method for having a large impact. Before developing a campaign, we must also look at the beliefs and attitudes of a population. Although it's easier and often more cost effective to look solely at demographics and geographics, sociographics and psychographics cannot be ignored.

The creators of the O Water commercial below claim that they are targeting people who care about fitness and what they put in their bodies. I think that I could be considered someone who cares about fitness and what I put in my body, but this does nothing for me. It doesn't do enough for me to make me want to buy the product, let alone be interested in it. Take a look...