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Brand loyal to personal care products & footwear. Earn considerably less than the median. Lag behind the North American average in academics.
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Proportionally, Canada has a larger & faster growing Asian population than the rest of North America.
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Each nationality has distinct cultures & traditions Common to all is the importance of family and tradition.
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Native Canadians are seldom marketed to due to their small population, limited spending power & isolated locales. Number of native-owned firms has increased more than 2 times the national average due to improving education & recognition of rights in regard to natural resource development as well as the environment.
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HOW TO REACH ETHNIC MINORITIES AROUND THE WORLD:
a) Feature minorities in starring roles, not just the background.
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b) Seek the opinions of people who hail from the culture you are targeting.
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c) Be sensitive to nuances of language: Its not enough to translate the English copy of a campaign into another language i.e/ Perdue Chicken Or, Bichos = bugs to Mexicans but a mans private parts to Puerto Ricans. Remember, what may be acceptable to some people may be offensive to others
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d) Show the diversity of each group. Advertisers only a few decades ago used light-skinned African American models in fashion ads and dark-skinned African Americans in ads promoting services.
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e) Learn about the target group heritage.
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HOW TO REACH THE 50-PLUS MARKET:
DIVERSITY: of age
This group of consumers are the largest market for homes, luxury goods, vacations, cars and YET advertisers remain youth obsessed. Is this good business?
DIVERSITY: of style.
Why advertise to the smaller, less disposable income, brand fickle market?
Its more sexy, agencies are youth oriented, perceived brand opportunity etc.
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PEOPLE WITH DISABILITIES: Talent with disabilities are appearing more frequently in commercials today. Be careful not to stereotype them or make them super-human in their roles. The disability should not define the person.
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GAYS AND LESBIANS:
This is a growing segment: 6 10% of total population. Affluent: average household income of $90,000. Brand loyal. Advertisers portray gays as no different than straights.