Targeted Marketing and Public Health

Posted: 4 Jun 2010

See all articles by Sonya A. Grier

Sonya A. Grier

American University - Kogod School of Business

Shiriki Kumanyika

University of Pennsylvania - Perelman School of Medicine

Date Written: April 2010

Abstract

Targeted marketing techniques, which identify consumers who share common needs or characteristics and position products or services to appeal to and reach these consumers, are now the core of all marketing and facilitate its effectiveness. However, targeted marketing, particularly of products with proven or potential adverse effects (e.g., tobacco, alcohol, entertainment violence, or unhealthful foods) to consumer segments defined as vulnerable raises complex concerns for public health. It is critical that practitioners, academics, and policy makers in marketing, public health, and other fields recognize and understand targeted marketing as a specific contextual influence on the health of children and adolescents and, for different reasons, ethnic minority populations and other populations who may benefit from public health protections. For beneficial products, such understanding can foster more socially productive targeting. For potentially harmful products, understanding the nature and scope of targeted marketing influences will support identification and implementation of corrective policies.

Suggested Citation

Grier, Sonya A. and Kumanyika, Shiriki K., Targeted Marketing and Public Health (April 2010). Available at SSRN: https://ssrn.com/abstract=1601770 or http://dx.doi.org/10.1146/annurev.publhealth.012809.103607

Sonya A. Grier (Contact Author)

American University - Kogod School of Business ( email )

4400 Massachusetts Avenue NW
Washington, DC 20816-8044
United States

Shiriki K. Kumanyika

University of Pennsylvania - Perelman School of Medicine ( email )

423 Guardian Drive
Philadelphia, PA 19104
United States

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