A recent Ad Age white paper “2010 America” highlights some key points begging the question for me – What’s The Reason for general market advertising?
For instance, the author Peter Francese writes -- Minorities are the new majority.
- In the two largest states (California and Texas), as well as New Mexico and Hawaii, the nation's traditional majority group -- white non-Hispanics -- is in the minority
- In the nation's 10 largest cities, no racial or ethnic category describes a majority of the population
If you’re like me, you read those two bullets and said… “word.” That’s right… the concept of a general market is dead. It’s no wonder so many people think advertising sucks… most of its not targeted to anyone in particular.
So, what do we do with this information? The easy answer – focus on consumer lifestyles and integrate your brand within those lifestyle by figuring out ways to add value to those peoples lives.
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