MC4307-Ch9.1 - 8/1/11 Chapter 9: Enhancing the Marketing...

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8/1/11 1 Chapter 9: Enhancing the Marketing Communication Mix MC4307: Advertising Campaigns Emmeline Aguirre, MA Special Markets Global African-American Hispanic Asian-American Gay/Lesbian/Bisexual/Transgender Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns Globalization Reasons for Marketing Internationally Greater Population Less Competition High Demand Information Age Increased Competition No Monopoly on Ideas Trade Deficit Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns
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8/1/11 2 Globalization Understanding Global Marketing Communications Language Culture Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns Globalization Global Marketing Communications Models Centrally directed campaign with minimal local options. Regionally directed campaign with local flexibility. Locally directed campaign with regional direction. Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns African-Americans Demographic Information Population: 38,300,000 Percentage of Population: 13.3% Average Income: $29,177 Education: 79% high school or more; 17% college or more Geographics: Memphis, New York, Atlanta, Norfolk, New Orleans, Washington D.C. Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns
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8/1/11 3 African-Americans Values Togetherness (family, religion, church) Pride in Heritage Define own Style Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns African-Americans Consumption Habits Fashion Conscious Enjoy Shopping Principal Shopper: single, divorced, or widowed Phone Services; shoes; children’s, girl’s and women’s apparel; electronics; personal products and services; major appliances Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns Reaching African-Americans Think of as subculture. Use people or agencies familiar with minority markets. Design a campaign apart from mainstream strategy. Be sensitive to special characteristics without stereotyping. Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns
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8/1/11 4 Reaching African-Americans Recognize that diversity exists within the subculture. Consider cause-related marketing. Use media specifically targeted to the market. Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns Hispanics Largest minority group with growth rate nearly four times that of general population. Chapter 9: Enhancing the Marketing Communication Mix MC4307 Advertising Campaigns Hispanics Demographics Population: 39,899,000 Percentage of Population: 13.7% Average Household Income: $32,997 Education: 57% high school or more; 11% college graduates or more Younger, have larger families, and are more
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MC4307-Ch9.1 - 8/1/11 Chapter 9: Enhancing the Marketing...

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