Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets

Grier, Sonya A.; Brumbaugh, Anne M.

doi:10.1080/00913367.1999.10673578

Cited by 194 publications

(142 citation statements)

References 33 publications

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“…Consumers who belong to a numerically rare group (e.g., ethnic minorities, disabled consumers) are more likely to incorporate that group identity into their self-concept than are individuals who do not belong to such a group (49). Research suggests that viewer distinctiveness is an important moderator of source effects in a consumer behavior context and impacts consumer response to targeted marketing efforts (35,48). For example, ethnic minority group members tend to identify more strongly with their ethnic group relative to members of ethnic majority groups.…”

Section: Perceived Similarity and Cultural Congruencementioning

confidence: 99%

“…Distinctive individuals respond via perceived similarity and processes of identification, whereas nondistinctive individuals respond on the basis of a variety of factors that lead them to believe the ad is intended for them (1). Some research argues that consumers who were not traditionally targeted (e.g., ethnic minorities, immigrants, and gays and lesbians) may perceive marketer attention as group legitimating, which may also support more favorable responses to targeted marketing (48,98).…”

Section: Perceived Similarity and Cultural Congruencementioning

confidence: 99%

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Targeted Marketing and Public Health

Grier

Kumanyika

2010

Annu. Rev. Public Health

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174

130

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Targeted marketing techniques, which identify consumers who share common needs or characteristics and position products or services to appeal to and reach these consumers, are now the core of all marketing and facilitate its effectiveness. However, targeted marketing, particularly of products with proven or potential adverse effects (e.g., tobacco, alcohol, entertainment violence, or unhealthful foods) to consumer segments defined as vulnerable raises complex concerns for public health. It is critical that practitioners, academics, and policy makers in marketing, public health, and other fields recognize and understand targeted marketing as a specific contextual influence on the health of children and adolescents and, for different reasons, ethnic minority populations and other populations who may benefit from public health protections. For beneficial products, such understanding can foster more socially productive targeting. For potentially harmful products, understanding the nature and scope of targeted marketing influences will support identification and implementation of corrective policies.

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Section: Perceived Similarity and Cultural Congruencementioning

confidence: 99%

Section: Perceived Similarity and Cultural Congruencementioning

confidence: 99%

Targeted Marketing and Public Health

Grier

Kumanyika

2010

Annu. Rev. Public Health

Self Cite

174

130

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“…Media messages, for instance, should not reinforce stereotypes or stigmatize population segments (21) [e.g., by presenting smokers as nasty or parents as unfit (50)] or divert program planners from addressing structural factors needed to facilitate change. For a more complete coverage of ethical issues see Andreasen (2).…”

Section: Ethical Considerationsmentioning

confidence: 99%

Social Marketing in Public Health

Grier

Bryant

2005

Annu. Rev. Public Health

731

550

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■ Abstract Social marketing, the use of marketing to design and implement programs to promote socially beneficial behavior change, has grown in popularity and usage within the public health community. Despite this growth, many public health professionals have an incomplete understanding of the field. To advance current knowledge, we provide a practical definition and discuss the conceptual underpinnings of social marketing. We then describe several case studies to illustrate social marketing's application in public health and discuss challenges that inhibit the effective and efficient use of social marketing in public health. Finally, we reflect on future developments in the field. Our aim is practical: to enhance public health professionals' knowledge of the key elements of social marketing and how social marketing may be used to plan public health interventions.

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“…A concept may be very effective in one culture, but not effective elsewhere. What seems to be a soundly crafted advertisement to the advertiser may be construed as patronising and exploitative by one audience and as nostalgic and humorous by another (Grier and Brumbaugh 1999). When an audience encounters an advertisement, the reaction to it depends on the meaning they assign to it, which in turn depends on characteristics of both the advertisement and the members of the audience.…”

Section: Culture Sub-culture Ethnicity and Advertisingmentioning

confidence: 99%

“…Therefore, advertising appeals that depict value orientations consistent with the intended audience is likely to be more persuasive than advertisements that depict inconsistent value (Leach and Lui 1998), a fact that advertisers take into account when creating their messages (Hetsroni 2000). Advertisers use cues, such as culturally similar actors, shared cultural symbols and preferred language to produce the intended meaning, in the hope that the cues will be "decoded" by the audience (Holland andGentry 1997, Grier andBrumbaugh 1999).…”

Section: Culture Sub-culture Ethnicity and Advertisingmentioning

confidence: 99%

Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British

Veloutsou

Ahmed

2005

Journal of Promotion Management

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The aim of this research, is to provide empirical data to either support or challenge the view that subculture has an impact on how sex appeal in advertising is perceived. It looks at young females of two specific British subcultural groups, Anglo-Saxon and Asian-Islamic British. It reveals that there are differences in the perception of sex appeal, since the Asian-Islamic British have a rather more negative attitude towards this particular appeal, while the Anglo-Saxon have a much more positive attitude towards it.

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Noticing Cultural Differences: Ad Meanings Created by Target and Non-Target Markets

Cited by 194 publications

References 33 publications

Targeted Marketing and Public Health

Targeted Marketing and Public Health

Social Marketing in Public Health

Perception of Sex Appeal in Print Advertising by Young Female Anglo-Saxon and Second Generation Asian-Islamic British

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