Course Overview
Social Marketing Basics
Phase 1
Module 2
Module 3
Module 4
Module 5
Module 6

Plan Components for the Problem Description

Example

Some examples of broad target audiences

African-American children.
Mothers with young children.
Somewhat active adults.
Employees of daycare centers.
Health care providers.
Adults living in a particular neighborhood.
Women who want to lose weight.

II. Target Audience

Identify Potential Broad Target Audiences
The criteria you develop should be used by your planning team when you start to identify broad target audiences. A broad target audience could be described by an age range, by race or ethnicity, by geographic location, or by any number of demographic or other characteristics.

You should be able to find information on some of these characteristics using literature reviews, or possibly through conversations with colleagues or key informants. Whatever information you can't find can be an information gap for phase 2, formative research.