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Adv 435 ch 9 special audiences

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Adv 435 ch 9 special audiences

  1. 1. ADV 435<br />SPECIAL AUDIENCES<br />
  2. 2. SPECIAL AUDIENCES<br /><ul><li>NON-MAINSTREAM
  3. 3. SMALLER
  4. 4. DIFFERENT TASTES
  5. 5. DIFFERENT SPENDING PATTERNS</li></li></ul><li>SPECIAL AUDIENCES<br /><ul><li>KEY MARKETS
  6. 6. GLOBAL
  7. 7. AFRICAN AMERICAN
  8. 8. SPANISH SPEAKING
  9. 9. ASIAN
  10. 10. GLBT</li></li></ul><li>GLOBAL<br /><ul><li>GREATER GROWTH OPTS
  11. 11. LESS DEVELOPED MKTS
  12. 12. HIGH DEMAND FOR USA BRANDS
  13. 13. CYBERSPACE ADDS TO AWARENESS
  14. 14. VIVA LA DIFFERENCE </li></li></ul><li>GLOBAL MARKETING COMMUNICATIONS<br /><ul><li>CULTURAL DIFFERENCES
  15. 15. LIBERAL USE OF NUDITY
  16. 16. MORE ENTERTAINING
  17. 17. LESS HARD SELL</li></li></ul><li>GLOBAL MARKETING COMMUNICATIONS<br /><ul><li>LANGUAGE
  18. 18. DEFINITIONS
  19. 19. TRANSLATIONS
  20. 20. SEMANTICS
  21. 21. PRONUNCIATIONS</li></li></ul><li>GLOBAL MARKETING COMMUNICATIONS<br /><ul><li>MODELS FOR COORDINATION
  22. 22. DEPEND ON TYPE OF PRODUCT
  23. 23. DEPEND ON LOCATION</li></li></ul><li>MULTI CULTURAL TARGETS<br /><ul><li> VALUES
  24. 24. CONSUMPTION HABITS
  25. 25. WAYS TO REACH</li></ul>VALUES AND CONSUMPTION HABITS MAY DEFINE MANY INDIVIDUALS AS WELL<br />
  26. 26. AFRICAN AMERICAN<br /><ul><li>VALUES
  27. 27. TOGETHERNESS
  28. 28. HERITAGE
  29. 29. DEFINE STYLE RATHER THAN FOLLOW
  30. 30. CHURCH
  31. 31. SEEK PRODUCTS PROVIDING SENSE OF ENPOWERMENT</li></li></ul><li>AFRICAN AMERICAN<br /><ul><li>CONSUMPTION HABITS
  32. 32. FASHION CONSCIOUS
  33. 33. ENJOY SHOPPING
  34. 34. INDEX HIGH ON:
  35. 35. APPAREL
  36. 36. PHONE SERVICE
  37. 37. SHOES
  38. 38. ELECTRONICS</li></li></ul><li>AFRICAN AMERICAN<br /><ul><li>REACHING
  39. 39. SPECIALIZED AD AGENCIES
  40. 40. MEDIA:NETWORKS,SHOWS,MAGS
  41. 41. CREATIVE: STYLE, ACTORS
  42. 42. SENSITIVITY TO DIVERSITY WITHIN MARKET
  43. 43. AVOIDANCE OF STEREOTYPES</li></li></ul><li>AFRICAN AMERICAN<br /><ul><li>REACHING
  44. 44. CAUSE RELATED MESSAGES
  45. 45. ENGAGES OPINION LEADERS
  46. 46. RELIGIOUS LEADERS
  47. 47. ATHLETES
  48. 48. CELEBRITIES </li></li></ul><li>SPANISH SPEAKING<br /><ul><li>LARGER FAMILIES
  49. 49. YOUNG CHILDREN
  50. 50. GROWTH TREND
  51. 51. LATINO VS. HISPANIC
  52. 52. COMMONALITIES
  53. 53. SPANISH HERITAGE
  54. 54. CATHOLIC FAITH</li></li></ul><li>SPANISH SPEAKING<br /><ul><li>VALUES
  55. 55. CULTURAL PRESERVATION
  56. 56. TRADITIONS
  57. 57. RESISTANCE TO ASSIMILATION
  58. 58. MUSIC, ARTS, SPORTS
  59. 59. FAMILY & CHILDREN
  60. 60. PERSONAL APPEARANCE & AESTHETICS
  61. 61. OUTGOING & EMOTIONAL</li></li></ul><li>SPANISH SPEAKING<br /><ul><li>CONSUMPTION HABITS
  62. 62. BRAND CONSCIOUS
  63. 63. PREFER BRANDS ADVERTISING IN SPANISH
  64. 64. INDEX HIGH:
  65. 65. NATIONAL CHAINS
  66. 66. DISCOUNT STORES
  67. 67. CLOTHING, SHOES GROCERY BRANDS
  68. 68. LIKE TO SHOP AS FAMILY</li></li></ul><li>SPANISH SPEAKING<br /><ul><li>REACHING
  69. 69. FOCUS ON MAJOR CITIES
  70. 70. SPONSORSHIPS
  71. 71. EVENTS
  72. 72. FAIRS/FESTIVALS
  73. 73. AVOID LITERAL TRANSLATIONS </li></li></ul><li>ASIAN AMERICANS<br /><ul><li>RAPIDLY GROWING SEGMENT
  74. 74. AFFLUENT
  75. 75. WELL EDUCATED
  76. 76. NO COMMON LANGUAGE
  77. 77. NO COMMON CULTURE
  78. 78. SIX MAJOR SUBMARKETS</li></li></ul><li>ASIAN AMERICANS<br />SIX MAJOR SUBMARKETS<br /><ul><li>CHINESE
  79. 79. FILIPINO
  80. 80. ASIAN INDIAN
  81. 81. KOREAN
  82. 82. VIETNAMESE
  83. 83. JAPANESE</li></li></ul><li>ASIAN AMERICANS<br />SIX MAJOR SUBMARKETS<br /><ul><li>CHINESE
  84. 84. AMERICAN BORN = UPSCALE
  85. 85. FRESH OFF BOAT = BLUE COLLAR, CONSERVATIVE
  86. 86. MANDARIN & CANTONESE DIALECTS</li></li></ul><li>ASIAN AMERICANS<br />SIX MAJOR SUBMARKETS<br /><ul><li>FILIPINO
  87. 87. MOST ASSIMILATED
  88. 88. SPEAK:
  89. 89. TAGALOG
  90. 90. ENGLISH
  91. 91. SPANISH</li></li></ul><li>ASIAN AMERICANS<br />SIX MAJOR SUBMARKETS<br /><ul><li>ASIAN INDIANS
  92. 92. GEOGRAPHICALLY DIVERSE
  93. 93. WELL EDUCATED
  94. 94. TEACHERS
  95. 95. RETAILERS (CASH)</li></li></ul><li>ASIAN AMERICANS<br />SIX MAJOR SUBMARKETS<br /><ul><li>KOREANS
  96. 96. GEOGRAPHICALLY CLUSTERED
  97. 97. SMALL BUSINESSES
  98. 98. TEACHERS</li></li></ul><li>ASIAN AMERICANS<br />SIX MAJOR SUBMARKETS<br /><ul><li>VIETNAMESE
  99. 99. FASTEST GROWING ASIAN GROUP
  100. 100. HIGH NATURALIZATION
  101. 101. POLITICALLY ACTIVE</li></li></ul><li>ASIAN AMERICANS<br />SIX MAJOR SUBMARKETS<br /><ul><li>JAPANESE
  102. 102. CONCENTRATIONED IN NYC AND CALIFORNIA
  103. 103. LOW IMMIGRATION
  104. 104. HIGH ASSIMILATION
  105. 105. UPSCALE</li></li></ul><li>ASIAN AMERICANS<br /><ul><li>VALUES
  106. 106. FAMILY
  107. 107. OBEDIANCE TO PARENTS
  108. 108. GRANDPARENTS CLOSEBY
  109. 109. EDUCATION VALUED
  110. 110. TEND TO BY FROM OTHER ASIANS (INTANGIBLES)</li></li></ul><li>ASIAN AMERICANS<br /><ul><li>CONSUMPTION HABITS
  111. 111. LARGER HH & MORE HH INCOME
  112. 112. FREQUENT SHOPPERS
  113. 113. TEND TO PLAN SHOPPING
  114. 114. RARELY SHOP ALONE
  115. 115. BRAND CONSCIOUS BUT</li></ul> NOT LOYAL<br />
  116. 116. ASIAN AMERICANS<br /><ul><li>REACHING
  117. 117. FOCUS ON FAMILY AND TRADITIONAL VALUES
  118. 118. FEATURE ELDERS – HIGHLY ESTEEMED
  119. 119. AVOID SEXUAL THEMES
  120. 120. AVOID FOCUS ON INDIVIDUALISM</li></li></ul><li>GLBT<br />GAY LESBIAN BISEXUAL TRANSGENDERED<br /><ul><li> HIGH DISPOSABLE INCOME
  121. 121. MOSTLY WHITE AND MALE</li></li></ul><li>GLBT<br /> VALUES<br /><ul><li>FRIENDSHIP
  122. 122. SOCIAL ISSUES
  123. 123. POLITICALLY ACTIVE
  124. 124. MAJOR METROS
  125. 125. CAREER FOCUSED</li></li></ul><li>GLBT<br />CONSUMPTION HABITS<br /><ul><li>INDEX HIGH:
  126. 126. ENTERTAINMENT
  127. 127. TRAVEL
  128. 128. ELECTRONICS
  129. 129. LIQUOR
  130. 130. BOOKS
  131. 131. FRAGRANCES</li></li></ul><li>GLBT<br />CONSUMPTION HABITS<br /><ul><li>TRENDSETTERS
  132. 132. EARLY ADOPTERS
  133. 133. BRAND LOYAL</li></li></ul><li>GLBT<br />REACHING<br /><ul><li> AVOID HOMOPHOBIA
  134. 134. FEELINGS LINGER
  135. 135. SPONSOR SOCIALLY RESPONSIBLE EVENTS
  136. 136. SUPPORT DIVERSITY</li></li></ul><li>GLBT<br />REACHING<br /><ul><li> MEDIA:
  137. 137. NEWSPAPERS & MAGS
  138. 138. CABLE NETWORKS
  139. 139. SATELLITE RADIO
  140. 140. INTERNET</li></li></ul><li>SPECIAL MESSAGE STRATEGIES<br />MULTIPLE TIERS<br /> NATIONAL - BRAND IMAGE FOCUS<br />REGIONAL – PRODUCT, EVENT FOCUS<br />LOCAL – DEAL/LTO FOCUS<br />
  141. 141. SPECIAL MESSAGE STRATEGIES<br />MULTIPLE SEGMENTS<br /><ul><li>DAYPARTS:
  142. 142. BREAKFAST
  143. 143. LUNCH
  144. 144. DINNER
  145. 145. LATE NIGHT
  146. 146. SNACK</li></li></ul><li>SPECIAL MESSAGE STRATEGIES<br />MULTIPLE SEGMENTS<br /><ul><li>AUDIENCE:
  147. 147. KIDS
  148. 148. SENIORS
  149. 149. FAMILIES
  150. 150. MULTI-CULTURAL
  151. 151. LIFESTYLE</li></li></ul><li>CAUSE RELATED MARKETING<br /><ul><li> BUILDS & STRENGTHENS RELATIONSHIPS
  152. 152. SHIFTS FOCUS FROM TRANSACTIONS
  153. 153. DEVELOPS TRUST IN BRAND
  154. 154. MUST BE CAUSE TARGET CARES ABOUT</li></li></ul><li>CROSS PROMOTIONS<br /><ul><li>ONE MESSAGE SELLS TWO OR MORE PRODUCTS
  155. 155. CREATES BIGGER BANG FOR BUCK</li></li></ul><li>CROSS PROMOTIONS<br /><ul><li>WORKS BEST WITH COMPLIMENTARY PRODUCTS
  156. 156. KETCHUP – RELISH
  157. 157. BURGERS – BUNS
  158. 158. HOT DOGS – MUSTARD
  159. 159. ICE CREAM - TOPPINGS</li></li></ul><li>CROSS PROMOTIONS<br /><ul><li>WORKS BEST WITH SIMILAR TARGET AUDIENCES
  160. 160. McDONALDS & DISNEY
  161. 161. McD ads w/movie promos
  162. 162. McD gets to use Disney Characters</li></li></ul><li>CROSS PROMOTIONS<br /><ul><li>POSITIVE ASSOCIATION BENEFITS BOTH OR ALL</li></ul>BRANDS PRODUCTS CHARACTERS<br />
  163. 163. SPECIAL MEDIA STRATEGIES<br /><ul><li> INTERNET OVERVIEW
  164. 164. DIRECT MARKETING
  165. 165. ADVERTISING
  166. 166. OTHER</li></li></ul><li>SPECIAL MEDIA STRATEGIES<br /><ul><li> DIRECT MARKETING
  167. 167. PRESENT PRODUCT INFO
  168. 168. ADJ. INVENTORY EXPOSURE
  169. 169. MANAGE INCENTIVES
  170. 170. DEVELOP DATABASE
  171. 171. IMMEDIATE SALE</li></li></ul><li>SPECIAL MEDIA STRATEGIES<br /><ul><li> ADVERTISING
  172. 172. SURPASSING RADIO EXPENDITURES
  173. 173. PROVIDES INTERACTIVITY
  174. 174. EXTENDS LIFE OF MESSAGE
  175. 175. CONSTANT CHANGE
  176. 176. LINK TO SOCIAL SITES</li></li></ul><li>SPECIAL MEDIA STRATEGIES<br /><ul><li> OTHER INTERNET OPPTS
  177. 177. PR INFORMATION
  178. 178. ELECTRONIC COUPONS
  179. 179. ENTERTAINMENT</li></li></ul><li>SPECIAL MEDIA STRATEGIES<br /><ul><li> E-COMMERCE
  180. 180. UP 15% X-MAS ‘10 VS ’09
  181. 181. EXTENDS RETAIL AVAIL.
  182. 182. EASY PRICE COMPARISONS
  183. 183. SECURITY/PRIVACY = STILL CONCERNS BUT LESS SO</li></li></ul><li>SPECIAL MEDIA STRATEGIES<br /><ul><li> E-COMMERCE
  184. 184. ALLOWS FOR:
  185. 185. CONVENIENCE (TIMING/PACE)
  186. 186. VARIETY (BEYOND STORES)
  187. 187. INFORMATION (MORE THAN SALES PEOPLE)
  188. 188. SERVICE</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> BANNERS
  189. 189. NON-ENHANCED – CLICK TAKES TO NEXT SCREEN
  190. 190. ENHANCED – CLICK TO INFO AT SAME SCREEN
  191. 191. EXPENSIVE - MUST FOCUS ON INVOLVEMENT</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> POP UP WINDOWS
  192. 192. MOSTLY PASSE DUE TO PREVENTION TOOLS
  193. 193. TURNS OFF CUSTOMERS</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> CONTENT SPONSORSHIPS
  194. 194. SPORTS REPORTS
  195. 195. CROSSWORD PUZZLES
  196. 196. GAMES – FANTASY LEAGUES
  197. 197. ADDS CREDIBILITY TO SITE</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> SEARCH
  198. 198. HUGE AND GROWING!
  199. 199. BID ON KEY WORDS AND PHRASES FOR BEST POSITION
  200. 200. DOWNSIDE IS PAY PER CLICK ABUSE
  201. 201. PROLIFERATION OF SEO</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> WEB SITES
  202. 202. NEED CONSISTENCY WITH CREATIVE STRATEGY, TARGET AND TONE OF OTHER MESSAGES
  203. 203. PROVIDE CONSUMER AND PRODUCT INFORMATION
  204. 204. LOCATIONS
  205. 205. SALES PROMO & INCENTIVES</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> WEB SITES
  206. 206. KEEP CONSUMER ENGAGED
  207. 207. MORE TIME ON SITE = </li></ul> BETTER CHANCE OF SALE<br /><ul><li> AWARENESS FLIPS OFFLINE
  208. 208. SPEED WORKS W/SHORT ATTENTION SPAN/IMPATIENCE</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> WEB SITES
  209. 209. MUST PROVIDE VALUE ON COMSUMERS TERMS
  210. 210. IRONY = CUSTOMERS MORE DEMANDING FROM HOME THAN AT RETAIL.
  211. 211. ABSENCE OF NON-VERBAL COMMUNICATION
  212. 212. NO FEEDBACK DURING SALE</li></li></ul><li>ADVERTISING ONLINE<br /><ul><li> WEB SITES
  213. 213. WHEN YOU CAN’T “SELL” CONNECT VIA:
  214. 214. RECIPES
  215. 215. PRODUCTION TECHNIQUES
  216. 216. THE “EXPERIENCE”
  217. 217. CAUSE RELATED MARKETING
  218. 218. EVENT, SPONSORSHIPS</li></li></ul><li>NON-TRADITIONAL OPTIONS<br /><ul><li> TEXT
  219. 219. USE MESSAGE & LINKS TO FOCUS ON IMMEDIATE ACTION:
  220. 220. “TODAY’S SOUP IS ___”
  221. 221. “THREE HOUR SPECIAL”
  222. 222. “NEXT ___ CUSTOMERS”
  223. 223. LICENSE PLATE #’S
  224. 224. __% OFF ___SIZE</li></li></ul><li>NON-TRADITIONAL OPTIONS<br /><ul><li> TEXT
  225. 225. SEND THEM TO:
  226. 226. LOCATION
  227. 227. WEB SITE
  228. 228. PHONE NUMBER
  229. 229. E-MAIL ADDRESS</li></li></ul><li>NON-TRADITIONAL OPTIONS<br /><ul><li> VIRAL
  230. 230. USING E-MAILS AND/OR TEXTS TO EXTEND REACH
  231. 231. RELATIVE TO INTEREST AND PASSION LEVEL OF AUDIENCE:
  232. 232. CURIOUSITY
  233. 233. HABITS
  234. 234. LIFESTYLE</li></li></ul><li>NON-TRADITIONAL OPTIONS<br /><ul><li> VIRAL
  235. 235. NEED TO DETERMINE THOSE LEVELS (RESEARCH) TO GEAR CREATIVE MESSAGE
  236. 236. USE SOCIAL NETWORKS</li></li></ul><li>NON-TRADITIONAL OPTIONS<br /><ul><li> GUERILLA MARKETING
  237. 237. CATCH CUSTOMERS BY SURPRISE
  238. 238. TRIES TO AVOID APPEARANCE OF MARKETING
  239. 239. CLEVERNESS IN METHOD AND MESSAGE</li>

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