Diversity. . . Where to start?
by Andrew Lehman
by Andrew Lehman
As we all know, the world is filled with different people. Different people make up anything and everything we see. America for that matter is the epitome of diversity. No one is American. Everyone in this country has ancestors or they themselves are immigrants. The media for that matter really reflects the different minds that make advertisement unique but yet relevant to everyone, or at least the target audience.
Take alcohol for that matter. Though commercials for this delicate item are slightly restricted, yet it’s one thing that always does well even if there is a depression, prohibition, or a recession. According to a graph done by CATO Institute, you’ll see alcohol consumption sky rocketing during the depression/prohibition and then when the prohibition/depression is over, it returned back to the normal level. Marketing alcohol is a simple yet complex subject, but the one thing it has is its no need of adversity. If you don’t drink however, this obviously does not apply to you. But nonetheless, everyone enjoys a cocktail or beer to take the edge off or socialize with friends. This is a market that will never be unsatisfied because of diversity due to the demand.
Advertisement as a whole is getting to the point of, well, what the constitution states: “All men are created equal”. Although there have been ample incidents in the past of intolerance, I feel that race and or color of skin is becoming non important as far as advertisement and marketing to these groups. Although there is certain items that are strictly race related.
Sports are a perfect example of adversity and its relevance to marketing to everyone. Super Bowl Sunday, the biggest day for commercials to show their stuff and pay an arm and a leg for thirty seconds of time on the television. Well let’s take a look at the audience: according to the Huff Post, 111 million people tuned in. That made it the most watched television program in history. That’s over a third of the population in the United States. That’s a lot of people, but better yet, that’s a lot of potential for advertisement and sales increase. So knowing that let’s look at the ethnicity of the players. One should know that there are all kinds of star football players from around the world. This gives you a perfect chance to get your product out to different races, and disbanding from one kind of person. I feel that sports by itself are a tremendously huge area of advertisement that has everything to do with diversity, and how they try and exceed their traditions and reach out to some different people.
For a while now I’ve devising this plan on the mixing of nationalities and becoming one whole organism. The concept is quite simple but yet no one really notices it. It’s Music. Whether you actually realize it or not, music has such a wild impact on not only Americans but the whole world. AC/DC, Guns & Roses, The Backstreet Boys, N’Sync, U2, and other big name bands are from different countries but yet you don’t think about it. Different minds from different places thinking all in one room towards a positive idea will and always will have an outcome that is sure to turn heads. We watched a program about diversity in the marketing world, almost everyone that was interviewed was of a different nationality. This I feel is a very important tool because when you have diversity you get a view from every angle and you can perfect your idea to appeal to everyone, and that is indeed the main goal.
Diversity is a tricky thing, but when you have a way to achieve it and better yet take advantage of it, powerful and positive things can come of the ideas. Marketing is in a way overcoming diversity in an attempt to grab EVERYONES attention and not just one group of people.
Picture from:
https://www.cato.org/pubs/pas/pa-157.html
I also used:
http://www.huffingtonpost.com/2011/02/07/super-bowl-2011-ratings-s_n_819559.html
No comments:
Post a Comment