What Types of Group Influence Are Operating in This Campaign?

What types of group influence are operating in this campaign?

Identification is the most prominent influence in this campaign. Since the feedback was that the Camry was suburban and urban, the campaign is attempting to create a belief that the Camry is part of an active, adventurous urban lifestyle. The intent is have African American women to identify and internalize values and beliefs associated with their group from the campaign content and then act upon those beliefs.

There is also some informational as the reference group is expected to see one of them liking the experience of owning and driving the Camry.

What are the primary core American values that this campaign is attempting to tap into?

The primary core American values at work are:

Active – Americans value an active approach to life and the same applies to the reference group for this campaign. Professional African American women also view themselves as mutli-taskers, problem solvers, creators and innovators.

Hard-working – Bianca is representing a group that is hard-working and career oriented

Diversity – Camry is not content with the status quo and is going after a diverse group and demonstrating the desire for their business.

What values and aspirations does this campaign tap into relating to the subgroups of professional African American women?

The campaign taps into the values and aspirations of moving up in society, socially and economically. It also taps into values as they relate to the changes in the gender role for women in our society.

In Chapter 5, we describe 11 African American market segments identified by Yankelovich. Which group or groups do you think the target market of professional African American women best represents?

The professional African American women in the target market are best represented by Yankelovich's N ew Middle Class. This is a younger market, (25-44) which meets the age range of our target market and they are highly educated with a higher income. They are also high tech users.

Does the target