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46 Cards in this Set
- Front
- Back
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Assimilation |
Forgets about native culture, adopts new culture
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Acculturation
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Person holds both native and new culture
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Retro Acculturation
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The person wants their native back |
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Why is LGBT the dream market?
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Because it is a big market with more disposable income than mainstream
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Code for subcultures
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Clothing styles, mannerisms, language and symbols that hold meaning for members of the subcultures. |
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Culture consonance for HA
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Something that has relevance to their culture and has high importance on family and emotions |
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Generation 1.0
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Immigrants move to US after adulthood |
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Generation 1.5
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Foreign born americans who immigrated before adulthood
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Generation 2.0
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Born in US
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What are the characteristic of AfriA?
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Value person to person emotional factor
Connection is important Out of House Market Avid users of technology |
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What type of media to reach AfriA?
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- Print such as magazines
- Radio 12+ - TV, 40% more consumption - Internet heavy |
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Criteria for segmentation
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- Identifiable |
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How did Burrel targeted AA?
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- Simplicity, Familiarity
and clear demonstration of Ad's benefit |
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Asian Americans
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Communal- External concerns
Agentic- Internal characteristics - Spokesperson - Tailor to group |
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Valdes, HA
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- Ad copy should include people and written cues. Verbal cues are not important |
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LGBT how to reach
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Internet
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LGBT creative strategy
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celebrities, authencity
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Muslim audience reach
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- Social Media/Newspaper
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Most effective of muslims
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- Everyone is equal in the eyes of god
- Stay to core value of religion - Create a day in the life message |
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Muslim to avoid
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- Dont overemphasize religious theme
- Exclude animals, death before killing etc - No drugs and alcohol |
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Key seven to African A
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- Provide news
- Serve as leaders and influencers - Provide credibility - Trustworthy source - Educate - Voice to AA - Speak in culturally appropriate manner |
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Key seven to HA
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- Culture is about more than language
- Assue we will be emotional and dramatic - When you are at a Hispanic friend house, mom food dont say n - Sounds remain imp music - Emotion is the key - Family is always first - Disposition will always outweigh ability - We are dramatic and loud and exaggerated |
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What is copy testing
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- Test the copy of the ad |
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Acculturation
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Person holds both native and new culture. EX: if students are here studying abroad they may wear “illinois” clothing or start listening to pop music
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Retro Acculturation
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The person wants their native culture back
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Why is LGBT the dream market?
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Because it is a big market with more disposable income than mainstream
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Code for subcultures
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Clothing styles, mannerisms, language and symbols that hold meaning for members of the subcultures.
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Culture consonance for Hispanic Americans
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Something that has relevance to their culture and has high importance on family and emotions. Ad campaigns must be consistent with cultural values and lifestyles
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Generation 1.0 for Asians
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Immigrants move to US after adulthood – maintain cultural roots
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Generation 1.5 for Asians
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Foreign born americans who immigrated before adulthood – maintain home roots but adapt new culture
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Generation 2.0 for Asians
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Born in US – more mainstream
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What are the characteristic of AfriA?
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Value person to person emotional factor
Connection & respect are important Avid users of technology More likely to buy brand names |
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What type of media to reach AfriA?
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- Print such as magazines
- Radio 12+ - TV, 40% more consumption - Internet heavy - outdoor |
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Criteria for segmentation |
- Identifiable (what group they belong to)
- Accessible - Sufficient size |
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How did Burrel targeted AA?
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- Simplicity, Familiarity and clear demonstration of Ad's benefit
-say “dressing” instead of “stuffing” |
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Characteristics of communal & agentic approaches that help explain Asian Americans
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Communal- External concerns – interdependent & interpersonal
Agentic- Internal characteristics – self-focused & independent - Spokesperson - Tailor to group |
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What types of message elements should be used when creating a campaign for Hispanic Americans?
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- Ad copy should include people and written cues. Verbal cues are not important. Focus on family
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LGBT – media used to reach
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Internet. Use coded ads
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LGBT creative strategy
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celebrities, authencity
-use same-sex relationships in typical & physically affectionate fashions -use real gay individuals |
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Muslim audience reach
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- Social Media/Newspaper, internet
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Most effective of muslims
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- Everyone is equal in the eyes of god
- Stay to core value of religion - Create a day in the life message |
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Muslim to avoid
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- Dont overemphasize religious theme
- Exclude animals, death before killing etc - No drugs and alcohol |
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Seven key functions of African American media? |
- Provide news |
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Eight laws of the Hispanic universe? |
- Culture is about more than language
- Assue we will be emotional and dramatic - When you are at a Hispanic friend’s house and their mom offers you food dont say no - Sounds remain in the brain longer. Sound needs to be music - Emotion is the key to our hearts - Family is always first - Disposition will always outweigh ability - We are dramatic and loud and exaggerated |
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What is copy testing
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- Test the copy of the ad
- Test the situation |
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What is Concept testing? |
testing specific concepts. Before using slogan, concept test to see which one grabs the most attention. |
