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首页> 外文会议>AMA Summer Educators Conference >AD STRATEGY FOR MULTI-ETHNIC MARKETS: THE INFLUENCE OF COSMOPOLITANISM
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AD STRATEGY FOR MULTI-ETHNIC MARKETS: THE INFLUENCE OF COSMOPOLITANISM

机译：多民族市场的广告策略：国际化的影响

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Multi-ethnic markets presentmarketers with an advertising strategy conundrum. Should they use ethnic specific ads or standardized ads? Ethnic specific ads use specific cues related to the targeted ethnicity. Standardized or integrated ads are not tailored to any specific ethnic group. Conflicting information on using ethnic specific ads versus standardized ads warrants further scrutiny to determine the optimal advertising strategy for a multiethnic market. Besides, the extant scrutiny of ethnic specific ads has mostly compared the ad effectiveness on different ethnic groups using ads with ethnic specific spokespersons, instead of comparing the ad effectiveness on different ethnic groups using ads with ethnic specific actors versus using ads with a mix of ethnic actors, which better reflects a multi-ethnic market and can be standardized across ethnic groups. Furthermore, in multi-ethnic markets, such as in the US, young adults are becoming more cosmopolitan due to increased inter-ethnic marriages and ethnic diversity in schools, neighborhoods and the work place. Therefore, this study compares, across three different young adult US ethnic groups, the effects of using integrated ethnic ads, that is, ads using a mix of ethnic spokespersons against the effects of using ads with ethnic specific spokespersons on attitudes toward the ad, attitudes toward the brand, and brand purchase intentions. Specifically, the study tests the effects of using an ad with White, African American, or Hispanic American actors versus using an ad with a mix of actors of these three ethnic groups of young adults on an ethnic group's attitude toward the ad, attitudes toward the brand, and brand purchase intentions. The study accounts for the influence of cosmopolitanism and prior ethnic contact on ad effects.
机译：多族裔市场呈现广告策略难题的星期市场。他们应该使用种族特定的广告或标准化广告吗？种族特定广告使用与目标种族相关的特定提示。标准化或综合广告不适合任何特定的族群。关于使用民族特定广告的冲突信息与标准化广告进行了进一步审查，以确定多种族市场的最佳广告策略。此外，民族特定广告的现存审查大多使用不同种族群体的广告效果，使用与民族特定发言人的广告，而不是使用与民族特定行动者的广告相比使用与种族混合的广告的广告比较不同族裔的广告效果演员更好地反映了一个多民族市场，可以在族裔群体中标准化。此外，在诸如美国的多民族市场，年轻的成年人由于种族间婚姻和学校，社区和工作场所的种族多样性而变得更加多么多彩大都会。因此，这项研究比较，跨越三个不同的年轻成年人族裔群体，使用综合民族广告的影响，即广告使用民族发言人的混合来利用广告与民族特定发言人对广告的态度，态度走向品牌，品牌购买意图。具体而言，该研究测试使用AD与白人，非洲裔美国或西班牙裔美国人演员与使用这三个族裔群体的演员的广告对广告的态度，对广告态度的态度来测试品牌，品牌购买意图。该研究占世界各地主义和越来越民族接触对AD效应的影响。

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