The paper "National Alcohol Campaign" is a wonderful example of an essay on marketing. Alcohol is an organic compound that contains ethanol and it is used as a beverage. Its consumption is however referred to as a health hazard because research has shown that in Australia, it is the key cause of drug-related health problems the first one being cigarette smoking. In April 1998, the Department of Health and Ageing Care is formerly known as the Commonwealth Department of Health and Family Services started a National Alcohol Campaign which was aimed at reducing Alcohol consumption rate among Australian youths. The Campaign was launched in February 2000 so as to curb the high rate together with a range of regulatory, policy and educational initiatives.
It was however known that according to the World Health Organization (WHO), over 1.8 million people’ s death was caused by excessive alcohol consumption. (Klatsky, 1995). As a result, the campaign’ s primary aim was to enlighten Australian youths on the negative consequences which pose great death risks due to alcohol consumption. The second role of the campaign was to promote the parent's awareness and role in the high rate of teenage drinking.
Extensive research was then conducted in 1998 by Elliott where there arose a need for basic decisions regarding segmentation of target audience, communication objectives, and key messages. The use of segmentation as a basis for the National Alcohol Campaign was very important because a very good tool for target identification. Elliott, in his campaign, used segmentation as a means of identifying a relevant target market as well as preparing proper communication objectives. Day voices that segmentation enables the efficient of the correct message to the correct audience.
(Day, 1980). Among the various market segments in the National Alcohol Campaign was the primary audience which included male and female teenagers aged between 15 and 17 years. The other segment was the secondary audience which included parents of 12-17-year-old children. These selected segments were necessary for ensuring communication vehicles namely; television, internet, magazines, radios, cinemas, etc. It was also very important to market the campaign to market the various to various stakeholder groups to seek support. In this case, assistance was sorted from the Alcohol and other Drugs Council of Australia (ACDA).
The objective was to rally support form a range of over 600 stakeholder organizations. Among the stakeholder segments were; Local Government Association, law enforcement agencies, alcohol, and other drugs association, youth affairs association, parents and educational associations, liquor licensing agencies and the Australian council of social service. The main reason behind this way to keep all the stakeholder groups informed about the campaign’ s initiative and its current updates.