Painful Advertising Mistakes – #4

We continue our blog on Painful Advertising Mistakes when launching a campaign to a multicultural market. Painful Advertising Mistake #4 The number four way advertisers can breeze past the Hispanic market is to disregard their cultural symbols and stereotype their target market. “The Taste of Texas with a Little Spicy Mexican.” Burger King’s 2009 ad for the Texican Whopper burger was in poor taste. The ad sparked so much controversy that it was pulled from syndication in Spain upon demand from the Mexican ambassador. Although Burger King might not have intended to insult the Mexican or the Latino community as a whole, the ad proved to be an excellent example of advertising mishap thanks to the use of stereotyping Mexicans as “little” and “spicy.” As if that was not politically incorrect enough, Burger King severely misused a huge cultural symbol: the Mexican flag. As seen in the Texican Whopper print ad, the Mexican man is wearing the Mexican Flag as a poncho. With the combined stereotyping and misuse of symbols, the Texican Whopper stands as the epitome of a multi-cultural ad gone wrong. “When a brand ignores a cultural symbol and stereotypes a community it shows their unawareness of the target market and ultimately the consumer they are trying to reach.  Brands need to understand their market and the best way to connect with them is to understand their culture,” per George L. San Jose , President and Chief Operating Officer of The San Jose Group. Moral of the Story: So how do advertisers avoid alienating the Hispanic market? Simply drop the stereotypes and think twice about how cultural artifacts are being used and portrayed in the ad. With a market as notably brand loyal as the Hispanic market, insulting them is certainly not the way to sell the product. Stay tuned for Painful Mistake #5 in a future blog. Cover Photo Source: Ken Wolter /...

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Alarming Rate of Diabetes Among Hispanics

Diabetes poses huge health risks for the Hispanic population, and researchers have conducted several studies to discover why Hispanics develop diabetes at a disproportionally higher rate—Hispanics are 66% more likely to develop Type 2 diabetes—than Non-Hispanic Whites.1 Several sociological and cultural factors attribute to the current Hispanic diabetes epidemic: 1. Lack of Awareness As a culture, Hispanics are unaware of the steps to take to avoid unhealthy lifestyles and implement nutritional diets. Raising awareness of diabetes and other disease prevention is necessary to getting Hispanics back on the healthy lifestyle track. Among the biggest barriers to changing the eating habits of Hispanic Americans cited in Nutrition and Well-Being A to Z, are limited education and confusion in communication with nutrition professionals.2 Studies show Hispanic children who are educated on the relationship between food and nutrient intake and diseases have lower sodium intake than those who are unaware of the relationship.3 2. Acculturating to the American Diet According to the Gale Encyclopedia of Diets, unacculturated Hispanics, despite having lower socioeconomic status, lead healthier lifestyles and are less likely than acculturated Hispanics to develop diabetes or become overweight or obese.4 Hispanics who speak English as their primary language leave their traditional Hispanic diets of grains, beans, fresh fruits and vegetables and adopt American diets, consuming more fat, saturated fat and cholesterol.4 Furthermore, studies have shown that Hispanics living in the United States for twenty years are twice as likely to develop diabetes than those who have been in the United States for ten years.5 A study in North Carolina highlights the ten year mark as significant for the Hispanic population. At ten years, Hispanics tend to become acculturated and ditch their traditional diets for ones with larger quantities of fat and sugar.2 Unacculturated, or first generation, Hispanics tend to consume more protein, vitamins A and C, folic acid, and calcium than acculturated Hispanics even though the first generation Hispanics tend to be of lower socioeconomic status.2 3. Socioeconomic Status and the Cycle of Unhealthy Food Consumption...

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How Large Not-for-Profit Organizations Can Use Social Media to Reach the Masses

May 24, 12 How Large Not-for-Profit Organizations Can Use Social Media to Reach the Masses

Posted by in Nonprofit, Total Market

What better way can a not-for-profit organization reach the most amount of people to drive awareness? A social network with over 900 million users would be a great start! When Facebook announced on May 1, that they added a feature which allows users to register as organ donors and share their decision publicly or privately, the initiative opened up the potential to reach masses of people who support organ donation. Surveys have shown that most Americans support organ donation, but only about 40 percent of the adult population register as organ donors.1 According to Gift of Hope Organ & Tissue Donor Network, one donor can save or enhance the lives of more than 25 people. If you’re not an organ donor and are interested in becoming one, Facebook’s initiative makes it easy to register as an organ donor. To add your organ donor status to your Timeline, add a new “Life Event,” scroll down to the “Health & Wellness” section and choose “Organ Donor.” After doing so, your status can be shared with the world or with just your family and friends on Facebook. Go ahead and get started! Here’s our top three reasons to take advantage of using social media for social good:        It’s Fast        It’s Easy        It’s FREE Do you believe Facebook’s initiative will continue to raise organ donor registrants across the U.S.? Comment below with your thoughts. Sources: 1. ABC News: http://abcnews.go.com/Health/abc-news-exclusive-facebook-tool-helps-organ-donors/story?id=16244991&page=2...

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Painful Advertising Mistakes – #3

We continue our blog on Painful Advertising Mistakes when launching a campaign to a multicultural market. Painful Advertising Mistake #3 Rule: With over twenty different Spanish speaking countries around the globe, be wary that Hispanic cultural norms and beliefs change from country to country. “My Car is Not a Whore” The automotive industry is notorious for these mistakes. Some examples include Mazda’s La Puta which translates to “Whore” in Spain’s dialect of Spanish, and Chevy’s Nova which unfortunately translates to “it won’t go,” not the ideal message to send while trying to sell a car. Similarly, Mitsubishi’s named their Pajero car model after a type of mountain cat in Argentina. However Pajero means “wanker” in Spain. In Latin America, Pajero might be taken for something a little bit more R rated. Unlike Mazda and Chevy, Mitsubishi researched the market and changed the name of the Pajero to Montero before releasing the model in American and Latin American countries, successfully sidestepping translation frustration. “Companies must seek professional language consultants prior to launching any new campaign in a foreign country, especially targeting multiple countries. Using simple translation tools will eventually cost you in the end,” said George L. San Jose, President and Chief Operating Officer of The San Jose Group. Moral of the Story: Realize words have different denotations in different dialects that depend on cultural trends. Stay tuned for Painful Mistake #4 in a future blog. Cover Photo Source: Hatchapong Palurtchaivong /...

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Mobile Recall: Targeting Smartphone Users Part 2

This article is Part 2 of an article posted on the SJG blog on 5/1/12. Mobile Recall: Targeting Smartphone Users. In this corner, standing at 32 gigabytes, dressed in green, we have the Android. And in this corner, weighing in at 140 grams, with 64 gigabytes, he’s already gotten a bite taken out of him, we have the Apple. The constant battle between Apple users and Android users has more at stake than the simple keeping up with the Jones’ style bragging rights; they are also fighting to be the biggest market share. Recently, we posted a blog about digital media ad recall. As promised, we distributed an interoffice questionnaire to see what demographics have the highest advertisement recall, what devices they are using, and what types of digital advertisements people are remembering. The Results Apple is winning the consumer battle. iPhone users are consumers that advertisers want to target. Compared to Android and Blackberry users, Apple users have the highest digital advertisement recall—they also dominate the population. Half of those surveyed use an iPhone, 40% use Androids and 10% use Blackberrys. Therefore, not only do iPhone users have the highest ad recall, iPhones are the most used smartphones. Remember back when iPhones were simply iPods? Playing music (and perhaps some games) were the original functions. Even with all the added features (apps, email and phone capabilities), people still utilize their iPhones and smartphones for music and games. According to the survey results, 75% of those who listened to music apps on their mobile could recall advertisements, and 63% could recall advertisements on their gaming apps. Moving from the general population into the bilingual acculturated Hispanic population, recall increases. Eighty percent of Hispanics surveyed said they recalled advertisements on their music and game applications. With applications, the question, “to pay or download the ‘lite’ version,” always arises. The proverb, “why buy the cow when you can get the milk for free” fits the mobile app predicament. All but one surveyed stated they prefer free/“lite” apps...

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