1. Reaching out to an Ever-Changing Marketplace

2.  More than one-third of Americans are people of color  Yet people of color are underrepresented in advertising agencies and in ads  Median age is 36.7 years  Yet ad agencies are youth-obsessed

3.  Represent 12.6 % of the population  Annual purchasing power of $957 billion  Median age is 31.4, compared to 36.7 for total population  Budget priorities: food, fashion, and personal care

4.  Nearly one in six Americans is of Hispanic and Latino origin  Represent 16.3 percent of the population  Annual purchasing power of $1 trillion  Diverse heritage (Mexico, Cuba, Puerto Rico, Central and South America, Europe)  More than one-third are younger than age 18

5. 55% prefer to see ads in Spanish 30% prefer English 13% don’t have a preference Consider language issues Courtesy of the U.S. Department of Transportation and the Ad Council.

6.  Represent 4.8% of U.S. population  $544 billion in buying power  High education level: 52% have at least a bachelor’s degree  Diverse heritage (Chinese, Japanese, Korean, Filipino, Vietnamese, Asian Indian)

7.  Less than 1% of U.S. population  Buying power of $67.7 billion  Advertisers must use Native American names and symbolism in a respectful manner

8.  1.7 million Americans with Arab ancestry  Diverse heritage (Lebanon, Syria, Egypt, Palestine, Iraq, Morocco, and Jordan)  More than 45% have a bachelor’s degree or higher

9.  Ethnic minorities are often ignored in advertising  Stereotypes (both negative and “positive”)

10.  Feature ethnic minorities in starring roles  Seek the opinions of people from the culture you are targeting  Be sensitive to nuances in language  Show the diversity of each group  Learn about their heritage

11.  One-quarter of the U.S. population  Exert $3 trillion in buying power  Less than 5% of ad dollars are targeted to them

12.  Don’t think of older people as just one market  Don’t specify age  Cast models who reflect the way your audience feels  When writing copy, give facts, not fluff  Set type at least 12 point  Don’t remind them of their vulnerability  Show them happy with themselves  Don’t call them names  Try an ageless approach

13.  People with disabilities: one in five U.S. residents report some level of disability  The LGBT market: 16 million strong, with $743 billion in annual spending power

14.  Look at the whole person, not one demographic characteristic  Avoid stereotypes, even “positive” ones  Laugh with them, not at them  Make relevant ties to their special causes  Test your ads on the target audience  Show diversity in your ads

15. How Sweet the Sound

16.  The African-American market is very involved in their church communities and their choirs  Music is integral to Verizon Wireless

17.  Big idea: “How Sweet the Sound,” a competition to find the best church choir  Started in 2007 in Memphis, Tennessee  Now in cities across the country

18.  Choirs can enter the competition and upload their audition videos online  Visitors to the site could learn about the competition, view audition videos, vote for finalists, and subscribe to an e-mail newsletter

19.  http://www.howsweetthesound.com http://www.howsweetthesound.com

20.  How Sweet the Sound substantially grew both Verizon Wireless sales and market share  How Sweet the Sound expanded to 9 cities in 2011  How Sweet the Sound won the ultimate accolade from the ad industry: a Gold Effie