Advertising in the United States has become not only a highly technical field but also highly cultured. For many companies, designing a marketing or ad campaign, aimed at a specific demographic, is vital to the success of their business.
When considering a marketing campaign for your business, or if you are in the advertising and marketing field, understanding the impact of culture and race upon the consumer attitudes of products and services, is the first step to creating the perfect advertisement for any business.
Within the culture context of advertising and marketing, the first key issue to address is the whether the sector of individuals you aim to market are considered of high context or of low context. This is to say that, individuals who are of high context generally will respond well to advertisements and marketing strategies with implied meaning and non-verbal cues where as the lower context target of individuals will require direct, verbally expressive marketing campaigns.
In addition to context classification, your marketing or advertisement campaign must also include considerations to the timing of your advertisement display as many cultures or ethnic groups work and play in different variables than tradition American workers. Therefore, if you are marketing to a cultural or ethnic group, be sure you are familiar with the times of the day that are most geared towards work and which times of the day are geared toward play.
In many cultures, there are colors and symbols which should be avoided so as not to offend the culture. For example, when advertising to the Latino sector, you may want to consider a vaster array of color and livelier music than that which would be used for other cultures. Understanding the color and symbols that are most amicable with a culture, in addition to those which carry a negative connotation, is important to a successful marketing campaign.
While it is true that the American society is a melting pot of cultures and ethnicities, there are many marketing and advertising campaigns that are quite successful when catering to a mainstream American culture. However, for some products and services, when preparing a marketing campaign or advertisement, it is important to understand not only the mindset of the culture or ethnicity but also to research the way in which the individuals of this demographic have assumed the identity of American culture. If the demographic continues to carry strong ties with the country and ethnicity of origin, your marketing campaign will need to reflect the same values and traditions so as to ensure positive response to your business.