Changing Marketplace

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Changing Marketplace

• Advertising Strategy
• (Alstiel and Grow)

2
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

3
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 2002. Whats really
  happening?

4
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

5
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

6
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

7
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

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Dont ask, dont tell, just sell

• About 10 of American population identifies as
  gay lesbian, bisexual
• Smart marketers cant 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?

9
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
• www.commercialcloset.org

10
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

11
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

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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

13
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

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Multi-cultural
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Multi-cultural