BUSMK-256 Lecture Notes - Lecture 24: Advertising Campaign
18 Dec 2020
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Firms use social class to: identify and reach prospects for their products and services, recognize differences in media preferences among classes. Willing to pay a premium price for premium quality. Are often brand loyal: prefer buying american-made products that cater to their needs, are influenced by family and peers, consider advertising a credible information source about products. As a result, u. s. firms spend over billion annually on hispanic advertising: do not consider convenience an important product attribute as it relates to food preparation or consumption, marketing to hispanics is difficult because: There are some consumption patterns that do differ between african americans and. Caucasians: african americans spend far more than caucasians on boy"s clothing, rental goods, and audio equipment, african american women spend three times more on health and beauty products than caucasian women. Is five years younger than the typical caucasian family, which .
