Targetting special populations for tobacco intervention in managed care
Communicating with teens: some lessons from commercial marketing
George I Balch
Balch Associates,
635 South Kenilworth Avenue, Oak Park, IL 60304-1129, USA;
gbalch@uic.edu
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The marketing approach divides the potential audience into various segments in order to choose which segments to target. Marketers then develop offerings that consumer research indicates will appeal to each target group. We develop communications that they will find interesting, personally relevant, credible, and persuasive. No single appeal works for all.
So it is with smoking and youths. One segment,
non-susceptible non-smokers, have never
taken a puff and never intend to, no matter who offers them a
cigarette. Over time, most do not take up smoking.1 They
do not need prevention or cessation efforts. Another segment,
susceptible non-smokers, have also never
taken a puff, but have not said that they would "definitely not" if a friend offers a puff. Many go on to try cigarettes, as about two
thirds of youth in the United States do.2 Maybe we cannot stop them from trying, but we can delay them. The
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