1. How does acculturation relate to college studentsEthnic Identification = Acculturation2. How does assimilation relate to college students3. How does retro-acculturation relate to college students4. What does treating the GLBT as a "dream market" mean?5. What does a "code" refer to in subcultures?6.What does cultural consonance mean for hispanic americans?7. Generation 1 for Asian Americans8. What do these generations mean for advertisers and media planners? (asian americans)9. What are the characteristics of African Americans in terms of media use?10. What type of media use is best to get to African-Americans?11. What are the 3 criteria for segmenting a target audience?12. What are the strategies that are used by the Burrell Agency for Stove Top Stuffing targeting toward African Americans?13. What are the characteristics of communal and agentic approaches that help to explain Asian Americans?14. (according to valdes) what type of message elements should be used when creating an advertising campaign for Hispanic Americans?15. What are the characteristics of GLBT consumers in terms of media use?16. What type of media would be best to reach GLBT?17. What are some creative strategies for reaching the gay market?18. What are value orientation differences between Hispanic and the American middle class?19. What would be the best media to reach Muslim audience?20. What type of messages would be most effective for Muslim Americans?21. What are the things that needed to be avoided when targeting Muslim Americans?22. What are the seven key functions of African-American media that serve the Black community?23. What are the eight laws of the Hispanic universe? How can they be incorporated into an advertising campaign?24. What is copy testing?25. What is concept testing?ADV 483 1st EditionExam # 2 Study Guide 1. How does acculturation relate to college students-this means the person holds both native and new culture-say an international person is from China, he tries to learn a new food or lifestyle in the USEthnic Identification = Acculturation2. How does assimilation relate to college students-when the person forgets about their native culture and adopts a new culture-international student who comes to US who joins a frat/sorority, for example. the purpose is to assimilate into your new culture3. How does retro-acculturation relate to college students-this means that the person wants to practice their native culture instead of a new culture-once you assimilate you remember your old culture-native born US went to teach in China, but felt like he wanted to consume American products, but couldn't. He remembers the characteristics of his OLD culture4. What does treating the GLBT as a "dream market" mean?-the are seen as a "dream market" because of their size and power-less than 25% of gays and lesbians have children=more disposable income-brand loyal and purchase from companies that are committed to GLBT -equal treatment & diversity or any company that supports GLBT community-Influencer market-Economically resilient-More educated and have more income5. What does a "code" refer to in subcultures?clothing styles, mannerisms, language and symbols that hold meaning for members of the subculture but have little meaning to non-members6.What does cultural consonance mean for hispanic americans?-Family=very important-language is not enough- need to include culture-make sure to include things that are consistent with their culture/lifestyles-they must be consistent cultural aspects-if the elements included in adv campaign are not consistent with culture, the message will not be effective7. Generation 1 for Asian Americans-Immigrants (foreign born) came to US after adulthoodGeneration 1.5 for Asian Americans--Foreign born but immigrated before adulthoodGeneration 2.0--American born (Native born)8. What do these generations mean for advertisers and media planners? (asian americans)-each generation has its own characteristics - distinctive lifestyles-must understand the differences between each generation: may have similarities but you canuse their differences to target them in particular-make sure not to lump them all together as Asian-Americans, they have subgroups9. What are the characteristics of African Americans in terms of media use?-heavy users of the internet-out of home use=trust & feel positively towards OOH-word of mouth10. What type of media use is best to get to African-Americans?-internet (most interactive with this media usage)11. What are the 3 criteria for segmenting a target audience?1) identifiable2) accessible3) sufficient size12. What are the strategies that are used by the Burrell Agency for Stove Top Stuffing targeting toward African Americans?-referred to it as dressing instead of stuffing-AA use cornbread instead of loaves of bread-referred to the product as "dressing" in the ad; targeted the market better-did extensive research of why the target didn't currently like/buy product-they used settings that were familiar to the target audience in the ads13. What are the characteristics of communal and agentic approaches that help to explain Asian Americans?-Communal approach: interdependent and interpersonal=important to self AND others-female are more compassionate, subjective (communal)-Agentic: only concern about yourself-males are more agentic: dominant logical14. (according to valdes) what type of message elements should be used when creating an advertising campaign for Hispanic Americans?-ad copy-advertising executions and elements are to be consonant with the culture and cultural values-includes people shown-use a spokesperson-symbols and metaphors15. What are the characteristics of GLBT consumers in terms of media use?-more educated, self-employed, urban16. What type of media would be best to reach GLBT?internet17. What are some creative strategies for reaching the gay market?-same-sex pairings in every day situations-same sex pairings with physical affection-openly gay celebrities-sexuality can be referenced through verbal, text, graphical or anthropomorphic mentions18. What are value orientation differences between Hispanic and the American middle class?-Hispanic focus on family first-they stress differences and show respects-mainstream minimize differences-more symmetrical19. What would be the best media to reach Muslim audience?social media, internet, community newspapers20. What type of messages would be most effective for Muslim Americans?-have an open mind-stay