Originally assumed my category was health promotion, but is it actually lifestyles? If I make the category health promotion, that my customer must already be seeking to live a healthier lifestyle. However, if I make the category lifestyles, my customer is basically everyone and I can target those I really want to influence, those living unhealthy lifestyles (who may or may not want to change).
Friday, April 9, 2010
Having Trouble Identifying Category Definition
Originally assumed my category was health promotion, but is it actually lifestyles? If I make the category health promotion, that my customer must already be seeking to live a healthier lifestyle. However, if I make the category lifestyles, my customer is basically everyone and I can target those I really want to influence, those living unhealthy lifestyles (who may or may not want to change).
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I see what you're saying. We talked about this outside of class but I think you're right in that you don't want to preach to the choir. You want to target people who don't already know how to eat healthily.
ReplyDeleteHowever, I don't really understand the difference between lifestyles and health promotion. I think the category definition for this campaign may be healthy living in Michigan?
Hey Suzy, Turns out the category has to be a benefit, neither of which lifestyles or health promotion are. Whoops! I changed the category to health, and while this may be too broad, I think for the evaluation of this campaign I can settle for that.
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