Changing Marketplace Advertising Strategy (Alstiel and Grow)

Multi-cultural heritage Tiger Woods How will postmodern conceptions of identity influence the way you define and speak to your target audience? Does the ad industry embrace the diversity reflected in American culture? Maxwell House, Skechers, Toyota

Discussion question African Americans make up 36% of the models in spots running during prime time. One could argue that because many are major sports figures, their celebrity transcends race. But consider this: Overall ad budgets targeting African Americans increased 67% from 1997 to What’s really happening?

Tips for tapping into the African American market Community involvement is big. Use IMC to enhance reach of campaign Women are prominent in family life, have purchasing power, influence buying 8 out of 10 are heavy magazine users

Tips for tapping into the Hispanic American market Spanish ads are influential even for bilingual communities 63% of media buys are into television, only 11% is print Family activities, Music (American Idol) Few Web sites are in Spanish

Women in Advertising Relationship focused; men put a high value on competition Driven by family and people; men are driven by action and outcome Under stress, women think “support”; men think “respond” Women take more time making purchasing decisions than men

Women in Advertising: history Prior to World War II: Domestic During World War II: Powerful & strong 1950s: Suburban image 1960s: Sexual revolution, homebound 1970s: Sex appeal and also feminism 1980s: Superwomen 1990s: Balance between both

Don’t ask, don’t tell, just sell About 10% of American population identifies as gay lesbian, bisexual Smart marketers can’t ignore 30 million 20% has +$100,000 in annual income 89% brand loyal, refer to gay publications Question is not should we do it, but how?

Tapping into gay market Run mainstream ad in gay-oriented publications esp. if content is gender neutral Run gay-theme ads in mainstream media Incorporate themes in campaign, use visuals, copy, or both Use ads across all the media Use promotion/ sponsorships for parades etc

Never too old to buy Love to spoil grandkids spend average of $500 a year on grandkid gifts Respond to life-changing events They want testimonials, endorsements Offer guarantee or free trial to gain trust They read more newsletters, print media, like direct mail, watch news

Global marketplace advertising Local brand: Single location or country Regional: Specific geographic area International: Across the globe but tend to use the standardized approach to advertising and thus reflect local culture Global: Embrace globalized approach, as they stretch brand names worldwide

Globalized approach Save money with economies of scale Ensure that mgs are complementary/ consistent Company can maintain control over its image Creates more opps. for global marketing Converging buyers’ wants and can increase desire for the same product Limited competition in many foreign markets Graphics and visual approaches can (sometimes) overcome cultural differences

Standardized approach Better fit with local marketplace and advertising will be less likely to overlook variations in buyer behavior Involve a local professional in the decision- making process to enhance local acceptance Any cost increases resulting from a more culturally specific approach are often offset by off-target ads Culturally respectful and strategically bound advertising can often be highly successful Chances of cultural blunders decrease Honoring local customs can lead to good PR

Multi-cultural