Advertising to vulnerable groups

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Advertising to vulnerable groups

McNeillUniversity of Denver ABSTRACT - This article presents the results of a field experiment designed to test the effects of the use of peer group members and incentives on elderly homeowners' response to home energy audits.

Results provide insights into the decision processes of this important segment of society and the impact of two motivational tactics on subsequent behavior.

Sincemarket price has been the cornerstone public policy for encouraging conservation. Prior to this the Residential Conservation Service Program represented a landmark attempt at making available to all consumers, through a home energy audit, information on how to conserve energy. RCS was designed to encourage and facilitate the installation of energy conservation measures and renewable energy measures by making available low cost home energy audits.

Utility companies were designated the primary distributor of the audits and audit programs. Sinceabout one million such audits have been conducted each Advertising to vulnerable groups Morris et al.

To date, Advertising to vulnerable groups pricing nor the RCS program have produced optimal consumer response in terms of conservation behavior. It is hypothesized that one of the reasons for this is the lack of attention to the differing demand schedules and situations of various market segments within the energy user marketplace.


This research deals with one component of society - the elderly--that has historically had special problems adjusting to the changing energy environment, presents unique challenges to utility companies trying to meet their needs, and in which there is very little known or understood about their responses to conservation efforts.

Two reports by Hutton and McNeillsummarize both the plight and opportunities facing the elderly. In their literature review on vulnerable groups, it is documented repeatedly that the elderly and poor reach differently to external stimuli compared to other segments of the population.

Both endogenous and exogenous factors appear to affect elderly response. While program planners and activators can have little control over these factors, they can and should take them into consideration in the institutionalization of the programs.

Social disengagement involves decreasing emotional dependency, commitment, or involvement. The former results in what is termed an external orientation, the latter in what is termed an internal orientation.

It has been shown that "externals," though withdrawn socially, are nonetheless emotionally dependent on others and have a locus of control outside of themselves.

They therefore respond well to psychographic presentations enhancing self-image and abilities. For this reason, they are harder to reach and influence than externals.

However, if convinced of the seriousness of a situation. The other category of variables impacting an elderly or poor individual's degree of alienation are exogenous factors i.

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Exogenous factors may also either increase or decrease the sense of alienation. On the other hand, the literature review also describes a number of characteristics that have led to successful programs including: At no point should their automatic participation be assumed.

This efficiency and flexibility help ensure a good reputation for the program, which in turn gradually filters into the households which need to be reached and facilitates a greater receptivity to the program.

The attitude is as important as the information conveyed. Constant reminders--or even periodic ones--maximize the likelihood of the occurrence of the desired conservation behavior. In general, many of these groups are more withdrawn from contact with service-providing organizations because of past experiences with exploitation, causing a high degree of suspicion, mistrust, and lack of cooperation.

Time is required to reverse these suspicions and that Us why even many successful grass-roots organizations demonstrate such slow-moving programs and hard-won achievements. However, with a program which has "passed the test" the rate of participation will increase.

While many of these conclusions apply to other segments of the population as well, they have been shown to be particularly important in reaching the poor and elderly.

The combination of understanding the target group's needs and being able to integrate those needs with program goals and available resources will increase the probability of implementing a successful conservation effort.

In response to the environment for the elderly regarding energy conservation behavior and the social responsibility of policy-makers to particular groups such as this, the previously described factors were taken into consideration in the development of this study.

Two strategies were tested to improve elderly response to an RCS audit.

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Accompanying each utility company auditor would be a trained elderly person. The role of the peer would be to provide support, information, and demonstration of some conservation actions. The utility company auditor would provide one or more incentives to the elderly household e.

Both strategies, peer involvement and the use of incentives, are well-tested and proven marketing strategies for other goods and services.Like all businesses, manufacturers and retailers of children's products must comply with advertising laws and regulations.

Advertising laws protect consumers by requiring advertisers to be truthful about their products. Failure to comply with advertising laws can result in .

Advertising to vulnerable groups

Advertising to children is completely restricted in Great Britain, Greece, Belgium and Denmark, and in Sweden and Norway advertising to children under the age of 12 is illegal.

In USA the Federal Trade Commission studied the issue of advertising to children in the s but decided against restricting it. Data-Driven Targeting of Vulnerable Groups?

Be Careful, Says FTC Advertising and marketing practices could affect future offers that could be . The problem is that it really frightens me and I am seriously worried about the future of the most vulnerable target while studying marketing at college was that the best way for understanding children is segmenting their market into 3 groups and researching them separately: 14 responses to “Kids And Advertising: (Ab)using The Most.

Marketing to Vulnerable Groups: Testing the Effects of Peers and Incentives on Elderly Response to Home Energy Audits. R. Bruce Hutton, University of Denver Olli T. Ahtola, University of Denver and University of Tampere Dennis L. McNeill, University of Denver.

MARKETING Marketing and the Vulnerable INTRODUCTION Vulnerable groups such as young children, the grieving, or the elderly are not necessarily atypically harmed by the products they use. Nevertheless, they are vulnerable. Finally, the vulnerable are also distinct from.

Kids And Advertising: (Ab)using The Most Vulnerable Target Group • Domain .ME blog