Caso Camry Essay

1) There are three types of reference separate set informational, normative, and identification. Assuming Bianca is a representative for the class consisting of successful, urban, original African American women, which type(s) of group work on do you see operating in this lean?Informational influence is a potential since a member of the cross group is implicitly saying, You are like me and I like this car, so you will too. Normative influence is not really being utilise in this campaign. There is no threat of punishment or ensure of a reward by the group for compliance (buying the Camry) Identification influence is likely the strongest influence being utilized.The goal here is to have the target market identify and internalize group values and beliefs and then constitute on them. The implicit belief is that Camry is part of an active, adventurous, urban lifestyle. Notice the system of showing a member of the target group using the railcar which is consistent with an iden tification influence strategy2) What are the primary centre American values that this campaign is attempting to tap into Active (rather than passive) the excitement and venture aspect of the espionage theme, along with the on-the-go professional woman. Change this campaign is based on the reality of existing females and African-American professionals as role models, not stereotypes. exclusive this campaign revolves some Bianca and her individual accomplishments. Diversity this campaign is reaching emerge to African American professional women and indicating their desire to be their car of choice. youth this campaign is clearly targeting a youth audience Bianca is a novel urban professional. 3) What values and aspirations does this campaign tap into relating to the sub-groups of professional women and professional African American women?This campaign taps into both professional women and African American women values and aspirations relating to modern gender roles and u pward mobility and status for women and blacks and so on.4) 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? Explain. Answers will vary here and on that point is no perfect match. The closest would be the female members of the Black Onliners followed by the female members of the New Middle Class.Black Onliners come close in that they fit the age and income demographics and are tech savvy and brand conscious, which fits the interpretation of the target professional African American women, and fits the featured aspects of the car and the interactive nature of the campaign. While this group trends male, the female members of this group could be targeted. This group is described in the text as follows Black Onliners (7 percent) Younger (18-34), male, nub/upper income, brand conscious, place strongest importance on being around peopl e of own ethnicity, most stressed about work, family, academics, and straddling black and ovalbumin worlds, heaviest users of such technology as blogs and IM.