For many in the advertising business, the results of the 2010 census were a tipping point in terms of highlighting the growing importance of minority consumers. It showed that there were more than 50 million Latinos in the United States, nearly 40 million African-Americas and almost 15 million Asians. Nine million people identified themselves as belonging to more than one race. But many advertising agencies and media companies still lack diversity within their own ranks, especially at the higher rungs of the corporate ladder....
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The Breast of Advertising: From Hooters to the Cover of 'Time,' Does the Strategy Sell or Repel?
June 6, 2012
From Ad Week
Far beyond selling bras, marketers flash young women’s breasts to hawk everything from chicken wings and cars to fishing line and, of course, magazine issues. Sexual content is everywhere in advertising. A recent study in Advertising & Society Review
found that 20 percent of all magazine and Web ads involve sexual images, which falls to just 10 percent for TV spots. The debate over breasts in ads and whether they attract, distract or repel rages on, with numerous studies warning that sexual imagery can be a too-risky strategy that alienates consumers, particularly women.
Cultural Targeting: The Key to Online Consumer Receptivity
May 29, 2012
From Marketing Profs
Since the beginning of advertising, successful marketers have recognized the importance of consumer research. And it has long been accepted that consumer research should establish how promotional offers can satisfy the needs of customers in specific target markets. The analysis presented in this article suggests that the cultural context (the social, technological, political, economic and physical environment) of consumers should set the foundation for understanding how to satisfy their needs and for meeting their expectations. This article will explore why cultural target market research should be analyzed to qualify relevant content and viable consumers.