Social Marketing
Nutrition and Physical Activity


Step 1: Analyze Information Gaps

II. Target audienceII: Target Audience

During the problem description phase, you identified a broad target audience. You probably have some gaps identified about the target audience.

This section includes content about audience segmentation and secondary audiences. Understanding these two topics will help you identify and analyze any gaps you have about the audience. For example, you may not know

  • What the segments are in your broad audience.
  • How the segments differ from one another with regards to the target behavior.
  • Who plays a role in influencing members of your target audience.