Reaching a Multi-Cultural and Diverse Audience

Throughout Chapter 11 in my textbook it talks about media, and markets aiming at different cultures, races, sexes, and diverse audiences. I found some very good points throughout this chapter. I found some very important key points, like how the public is increasingly visually oriented and seems to have a very short attention span. Also, how audiences are increasingly taking control of information streams, and how they pretty much determine what content will be delievered to them as well as when and where.

This chapter also touched on the importance of the youth market, which I learned about this in a marketing class, so it was a refreshing reminder. It’s said that children and teens represent an important demographic to marketers because they influence their parents buying decisions. According to the consumer market research company Packaged Facts, today’s youth market (15-24-years of age) has over $350 billion of the purchasing power. Wow, right! That explains why they invest so much money to advertise toys and theme parks and things on the Nickelodeon station, and other young adult/children related stations and things like that.

The Fortino Group (Pittsburgh) projects that the Y-GENERATION WILL SPEND 23 YEARS ONLINE! Crazy right! That makes me want to stop working right now. Anyways, there are five basic concepts that should be considered when developing a communications campaign for multicultural consumers:

  1. Organize a team with an inherent understanding of the customs and values of the various demographic groups you are trying to reach.
  2. Understand that consumers of diverse cultural backgrounds respond better to messages that are culturally relevant.
  3. Remember that consumers of diverse cultural backgrounds are extremely loyal and once your products become part of their lives, there is a very good chance you will keep them.
  4. Use the primary language of the audience. A large portion of your target audience prefers to communicate in their primary language, even if they also have strong English skills.
  5. Use spokespersons who represent the audience. The spokesperson must be able to be a good communicator and be sensitive to the issues that are important to the audience.


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