Changing Marketplace

1. 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. What’s 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

8. 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?

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

12. 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

14. Multi-cultural

15. Multi-cultural