Social Marketing
Nutrition and Physical Activity


Scenario 14


"Here is our list of information gaps pertaining to the audience and, well, frankly, I'm not sure if a couple of these are appropriate."

Key Decisions What we know (existing data) What we don't know (information gaps) Formative Research Questions
Whom do we want to reach?
Potential Ways to Segment:
  • Current behavior
  • Future Intentions
  • Readiness to Change
  • Demographics
  • Where to Reach Them
  • Other Variables
  • Decision made to have a broad audience of children, but that parents would be influential (a secondary audience).
  • National-level data on current TV watching behavior that includes TV usage for children (broken down by age, gender, family income level, and race and ethnicity).
  • Demographic information on families who have participated in TV-turnoff events over past two years (Wellington TV-Turnoff chapter).
  • What specific shows children are watching on TV.
  • Current behavior of Wellington families.  Check national level data in our community, is Wellington consistent?
  • Differences in TV behaviors comparing race, gender, and income level.
  • Knowledge and attitudes of Wellington families about TV.
  • Benefits that might encourage behavior change.
  • Any additional important secondary audiences or influencers.