Lucy Reynolds and Rowena Merritt
- Published in print:
- 2009
- Published Online:
- February 2010
- ISBN:
- 9780199550692
- eISBN:
- 9780191720413
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780199550692.003.11
- Subject:
- Public Health and Epidemiology, Public Health, Epidemiology
This chapter discusses the first stage of the Total Process Planning (TPP) framework: scoping. It provides a practical introduction to the scoping phases of social marketing; outlines the processes, ...
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This chapter discusses the first stage of the Total Process Planning (TPP) framework: scoping. It provides a practical introduction to the scoping phases of social marketing; outlines the processes, objectives, and outcomes involved in this phase; and introduces key concepts, including customer insight, research, and audience segmentation.Less
This chapter discusses the first stage of the Total Process Planning (TPP) framework: scoping. It provides a practical introduction to the scoping phases of social marketing; outlines the processes, objectives, and outcomes involved in this phase; and introduces key concepts, including customer insight, research, and audience segmentation.
David Tewksbury and Jason Rittenberg
- Published in print:
- 2012
- Published Online:
- January 2015
- ISBN:
- 9780195391961
- eISBN:
- 9780190252397
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:osobl/9780195391961.003.0004
- Subject:
- Political Science, Comparative Politics, American Politics
This chapter focuses on breadth of news content and its relationship with audience segments. More specifically, it examines how the content of news on the Internet is tailored to specific audience ...
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This chapter focuses on breadth of news content and its relationship with audience segments. More specifically, it examines how the content of news on the Internet is tailored to specific audience characteristics and interests. After considering the history of medium specialization and how media tend to evolve, the chapter explains how online news providers make use of technological interactivity and audience selectivity. It also outlines the organizing structure of media evolution and how content and audience segmentation or specialization arise from media competition and development. In addition, it looks at some of the factors that tend to restrain the segmentation of online news content and audiences into discrete units. Finally, it discusses the structures of online news and the categorization of news through the production of hard and soft news.Less
This chapter focuses on breadth of news content and its relationship with audience segments. More specifically, it examines how the content of news on the Internet is tailored to specific audience characteristics and interests. After considering the history of medium specialization and how media tend to evolve, the chapter explains how online news providers make use of technological interactivity and audience selectivity. It also outlines the organizing structure of media evolution and how content and audience segmentation or specialization arise from media competition and development. In addition, it looks at some of the factors that tend to restrain the segmentation of online news content and audiences into discrete units. Finally, it discusses the structures of online news and the categorization of news through the production of hard and soft news.
