Marketing Communications

150 CHAPTER 4 TARGET GROUPS

Figure 4.6 iCoach registrations, by gender and age

Source : Brand New Day, November 2011.

Figure 4.7 Cumulated number of registrations on iCoach during first campaign year

Source : Brand New Day, November 2011.

Conclusion

Post-tests and registration results demonstrate that the

positive campaign on quitting smoking is being well

received and is proving successful.

The results indicate that people recognise it as a break

from the traditional ‘quit smoking’ communications.

The core target group is showing an increased interest

in giving up smoking. This has been turned into reality

through registrations on iCoach.

QUESTIONS

1. To attain (reach) goals of marketing communications, a
   good target group definition is essential. Describe the
   core target group for the ‘Ex-smokers are Unstoppable’
   campaign and why it was chosen. Was it a good deci-
   sion to select that particular age group?


2. Suppose you are responsible for this campaign in your
   country. What will your off and online communications
   plan look like? Which channels will you use and why?

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