“The only purpose of advertising is to make sales.”
While it’s not the only point that Claude C. Hopkins makes in Scientific Advertising, it’s one of the big takeaways that reminds us of our job as advertisers and the end goal of all advertising endeavors. Published in 1923, Scientific Advertising
may be a dated book, but its relevance to contemporary advertising hasn’t disappeared. It is still provides valuable insight into the craft and purpose of advertising.
Advertising that appeals to ethnic identities and specific cultures has become an important aspect in advertising. If this is not executed correctly, it can turn multicultural consumers against a company. Research shows that minorities are more brand loyal than the general market, so understanding how to appeal to these segments is key. To successfully appeal to these markets that encompass America, understanding the attitudes, values and characteristics of the multicultural consumer is important to make that connection and change their purchasing behavior. This will be one of a three part series where I’ll discuss marketing tactics to advertise to African American, Latino American and Asian American consumers.
Identifying market segments and targets is often seen as the backbone of an advertising campaign. In this blog, I’ll discuss the appropriate steps to take along with substantial information for marketers to successfully identify market segments and targets.