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Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
Adv 435 ch 9 special audiences
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Adv 435 ch 9 special audiences

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Transcript

  • 1. ADV 435
    SPECIAL AUDIENCES
  • 2. SPECIAL AUDIENCES
    • NON-MAINSTREAM
    • 3. SMALLER
    • 4. DIFFERENT TASTES
    • 5. DIFFERENT SPENDING PATTERNS
  • SPECIAL AUDIENCES
  • GLOBAL
    • GREATER GROWTH OPTS
    • 11. LESS DEVELOPED MKTS
    • 12. HIGH DEMAND FOR USA BRANDS
    • 13. CYBERSPACE ADDS TO AWARENESS
    • 14. VIVA LA DIFFERENCE
  • GLOBAL MARKETING COMMUNICATIONS
    • CULTURAL DIFFERENCES
    • 15. LIBERAL USE OF NUDITY
    • 16. MORE ENTERTAINING
    • 17. LESS HARD SELL
  • GLOBAL MARKETING COMMUNICATIONS
  • GLOBAL MARKETING COMMUNICATIONS
    • MODELS FOR COORDINATION
    • 22. DEPEND ON TYPE OF PRODUCT
    • 23. DEPEND ON LOCATION
  • MULTI CULTURAL TARGETS
    VALUES AND CONSUMPTION HABITS MAY DEFINE MANY INDIVIDUALS AS WELL
  • 26. AFRICAN AMERICAN
    • VALUES
    • 27. TOGETHERNESS
    • 28. HERITAGE
    • 29. DEFINE STYLE RATHER THAN FOLLOW
    • 30. CHURCH
    • 31. SEEK PRODUCTS PROVIDING SENSE OF ENPOWERMENT
  • AFRICAN AMERICAN
  • AFRICAN AMERICAN
    • REACHING
    • 39. SPECIALIZED AD AGENCIES
    • 40. MEDIA:NETWORKS,SHOWS,MAGS
    • 41. CREATIVE: STYLE, ACTORS
    • 42. SENSITIVITY TO DIVERSITY WITHIN MARKET
    • 43. AVOIDANCE OF STEREOTYPES
  • AFRICAN AMERICAN
  • SPANISH SPEAKING
  • SPANISH SPEAKING
    • VALUES
    • 55. CULTURAL PRESERVATION
    • 56. TRADITIONS
    • 57. RESISTANCE TO ASSIMILATION
    • 58. MUSIC, ARTS, SPORTS
    • 59. FAMILY & CHILDREN
    • 60. PERSONAL APPEARANCE & AESTHETICS
    • 61. OUTGOING & EMOTIONAL
  • SPANISH SPEAKING
    • CONSUMPTION HABITS
    • 62. BRAND CONSCIOUS
    • 63. PREFER BRANDS ADVERTISING IN SPANISH
    • 64. INDEX HIGH:
    • 65. NATIONAL CHAINS
    • 66. DISCOUNT STORES
    • 67. CLOTHING, SHOES GROCERY BRANDS
    • 68. LIKE TO SHOP AS FAMILY
  • SPANISH SPEAKING
  • ASIAN AMERICANS
  • ASIAN AMERICANS
    SIX MAJOR SUBMARKETS
  • ASIAN AMERICANS
    SIX MAJOR SUBMARKETS
    • CHINESE
    • 84. AMERICAN BORN = UPSCALE
    • 85. FRESH OFF BOAT = BLUE COLLAR, CONSERVATIVE
    • 86. MANDARIN & CANTONESE DIALECTS
  • ASIAN AMERICANS
    SIX MAJOR SUBMARKETS
  • ASIAN AMERICANS
    SIX MAJOR SUBMARKETS
  • ASIAN AMERICANS
    SIX MAJOR SUBMARKETS
  • ASIAN AMERICANS
    SIX MAJOR SUBMARKETS
    • VIETNAMESE
    • 99. FASTEST GROWING ASIAN GROUP
    • 100. HIGH NATURALIZATION
    • 101. POLITICALLY ACTIVE
  • ASIAN AMERICANS
    SIX MAJOR SUBMARKETS
  • ASIAN AMERICANS
  • ASIAN AMERICANS
    NOT LOYAL
  • 116. ASIAN AMERICANS
    • REACHING
    • 117. FOCUS ON FAMILY AND TRADITIONAL VALUES
    • 118. FEATURE ELDERS – HIGHLY ESTEEMED
    • 119. AVOID SEXUAL THEMES
    • 120. AVOID FOCUS ON INDIVIDUALISM
  • GLBT
    GAY LESBIAN BISEXUAL TRANSGENDERED
    • HIGH DISPOSABLE INCOME
    • 121. MOSTLY WHITE AND MALE
  • GLBT
    VALUES
  • GLBT
    CONSUMPTION HABITS
  • GLBT
    CONSUMPTION HABITS
  • GLBT
    REACHING
    • AVOID HOMOPHOBIA
    • 134. FEELINGS LINGER
    • 135. SPONSOR SOCIALLY RESPONSIBLE EVENTS
    • 136. SUPPORT DIVERSITY
  • GLBT
    REACHING
  • SPECIAL MESSAGE STRATEGIES
    MULTIPLE TIERS
    NATIONAL - BRAND IMAGE FOCUS
    REGIONAL – PRODUCT, EVENT FOCUS
    LOCAL – DEAL/LTO FOCUS
  • 141. SPECIAL MESSAGE STRATEGIES
    MULTIPLE SEGMENTS
  • SPECIAL MESSAGE STRATEGIES
    MULTIPLE SEGMENTS
  • CAUSE RELATED MARKETING
    • BUILDS & STRENGTHENS RELATIONSHIPS
    • 152. SHIFTS FOCUS FROM TRANSACTIONS
    • 153. DEVELOPS TRUST IN BRAND
    • 154. MUST BE CAUSE TARGET CARES ABOUT
  • CROSS PROMOTIONS
    • ONE MESSAGE SELLS TWO OR MORE PRODUCTS
    • 155. CREATES BIGGER BANG FOR BUCK
  • CROSS PROMOTIONS
    • WORKS BEST WITH COMPLIMENTARY PRODUCTS
    • 156. KETCHUP – RELISH
    • 157. BURGERS – BUNS
    • 158. HOT DOGS – MUSTARD
    • 159. ICE CREAM - TOPPINGS
  • CROSS PROMOTIONS
    • WORKS BEST WITH SIMILAR TARGET AUDIENCES
    • 160. McDONALDS & DISNEY
    • 161. McD ads w/movie promos
    • 162. McD gets to use Disney Characters
  • CROSS PROMOTIONS
    • POSITIVE ASSOCIATION BENEFITS BOTH OR ALL
    BRANDS PRODUCTS CHARACTERS
  • 163. SPECIAL MEDIA STRATEGIES
  • SPECIAL MEDIA STRATEGIES
  • SPECIAL MEDIA STRATEGIES
    • ADVERTISING
    • 172. SURPASSING RADIO EXPENDITURES
    • 173. PROVIDES INTERACTIVITY
    • 174. EXTENDS LIFE OF MESSAGE
    • 175. CONSTANT CHANGE
    • 176. LINK TO SOCIAL SITES
  • SPECIAL MEDIA STRATEGIES
  • SPECIAL MEDIA STRATEGIES
    • E-COMMERCE
    • 180. UP 15% X-MAS ‘10 VS ’09
    • 181. EXTENDS RETAIL AVAIL.
    • 182. EASY PRICE COMPARISONS
    • 183. SECURITY/PRIVACY = STILL CONCERNS BUT LESS SO
  • SPECIAL MEDIA STRATEGIES
  • ADVERTISING ONLINE
    • BANNERS
    • 189. NON-ENHANCED – CLICK TAKES TO NEXT SCREEN
    • 190. ENHANCED – CLICK TO INFO AT SAME SCREEN
    • 191. EXPENSIVE - MUST FOCUS ON INVOLVEMENT
  • ADVERTISING ONLINE
    • POP UP WINDOWS
    • 192. MOSTLY PASSE DUE TO PREVENTION TOOLS
    • 193. TURNS OFF CUSTOMERS
  • ADVERTISING ONLINE
    • CONTENT SPONSORSHIPS
    • 194. SPORTS REPORTS
    • 195. CROSSWORD PUZZLES
    • 196. GAMES – FANTASY LEAGUES
    • 197. ADDS CREDIBILITY TO SITE
  • ADVERTISING ONLINE
    • SEARCH
    • 198. HUGE AND GROWING!
    • 199. BID ON KEY WORDS AND PHRASES FOR BEST POSITION
    • 200. DOWNSIDE IS PAY PER CLICK ABUSE
    • 201. PROLIFERATION OF SEO
  • ADVERTISING ONLINE
    • WEB SITES
    • 202. NEED CONSISTENCY WITH CREATIVE STRATEGY, TARGET AND TONE OF OTHER MESSAGES
    • 203. PROVIDE CONSUMER AND PRODUCT INFORMATION
    • 204. LOCATIONS
    • 205. SALES PROMO & INCENTIVES
  • ADVERTISING ONLINE
    • WEB SITES
    • 206. KEEP CONSUMER ENGAGED
    • 207. MORE TIME ON SITE =
    BETTER CHANCE OF SALE
    • AWARENESS FLIPS OFFLINE
    • 208. SPEED WORKS W/SHORT ATTENTION SPAN/IMPATIENCE
  • ADVERTISING ONLINE
    • WEB SITES
    • 209. MUST PROVIDE VALUE ON COMSUMERS TERMS
    • 210. IRONY = CUSTOMERS MORE DEMANDING FROM HOME THAN AT RETAIL.
    • 211. ABSENCE OF NON-VERBAL COMMUNICATION
    • 212. NO FEEDBACK DURING SALE
  • ADVERTISING ONLINE
  • NON-TRADITIONAL OPTIONS
    • TEXT
    • 219. USE MESSAGE & LINKS TO FOCUS ON IMMEDIATE ACTION:
    • 220. “TODAY’S SOUP IS ___”
    • 221. “THREE HOUR SPECIAL”
    • 222. “NEXT ___ CUSTOMERS”
    • 223. LICENSE PLATE #’S
    • 224. __% OFF ___SIZE
  • NON-TRADITIONAL OPTIONS
  • NON-TRADITIONAL OPTIONS
    • VIRAL
    • 230. USING E-MAILS AND/OR TEXTS TO EXTEND REACH
    • 231. RELATIVE TO INTEREST AND PASSION LEVEL OF AUDIENCE:
    • 232. CURIOUSITY
    • 233. HABITS
    • 234. LIFESTYLE
  • NON-TRADITIONAL OPTIONS
    • VIRAL
    • 235. NEED TO DETERMINE THOSE LEVELS (RESEARCH) TO GEAR CREATIVE MESSAGE
    • 236. USE SOCIAL NETWORKS
  • NON-TRADITIONAL OPTIONS
    • GUERILLA MARKETING
    • 237. CATCH CUSTOMERS BY SURPRISE
    • 238. TRIES TO AVOID APPEARANCE OF MARKETING
    • 239. CLEVERNESS IN METHOD AND MESSAGE

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