Browsing by Subject "Target marketing"
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Item Analysis of minority participation in Texas' East Region and Youth Development Program in relationship to leadership, marketing, and educational opportunities(Texas Tech University, 2004-08) Williams, MontzaWith the ever changing demographic trends of the Texas population, it is important that the Texas 4-H and Youth Development Program be available and accessible to all Texas youth. Several studies have shown that life skill development is positively related to 4-H club participation. However, this study indicates that even though the 4-H club program is available to all youth, fewer minorities choose to participate and, thus, do not benefit from the positive outcomes. This research study utilized two similar questionnaires to obtain data from participants (n=354) of the Texas Cooperative Extension East Region 4-H and Youth Development Program. Participants were involved in 4-H clubs and school curriculum enrichment programs. Having multicultural role models available to mentor and teach is shown to not only promote values and positive behaviors but also creates a corporate culture of acceptance and importance. However, this study indicates that a "likeness" and similar ideas and beliefs are not always necessary when adolescents and youth are deciding to join or remain in an activity or organization. Targeting specific diverse audiences has been a mandate for the 4-H and Youth Development Program since desegregation of the 1960s and efforts have been made to make educational programming available to everyone. Nonetheless, are current techniques being used effectively? Youth are not all alike and differences should be understood. This study gathered information that addressed some ethnic/racial issues pertaining to marketing the 4-H and Youth Development Program. This study determined that differences did exist for youth involved in the East Region 4-H and Youth Development Program and in order to market to the specific audiences, certain media should be used. In order to be a multicultural program, diverse cultures have to be involved in the process. Understanding differences, accepting differences, and appreciating differences is not only a personal choice but is also a corporate choice. Involving minority audiences as well as underserved and underrepresented audiences in Extension programming efforts will take time and creative efforts on the part of faculty members.Item Cued up : signaling the African American market(2012-05) Davis, Derrick Lamar; Thomas, Kevin, doctor of advertising; Henderson, GeraldineIn this report, the author investigates the process of encoding cultural cues into advertisements targeting the African American market. More specifically, this study focuses on advertising professional’s perceptions of African American culture, and using them to create relationships between brands and the African American community. While the cues integrated into an advertisement’s message seek to prompt a favorable response from African Americans, they also communicate perceptions of African American identity and culture to society. This report is an analysis of three in-depth case studies, which give insight into the production process of target marketing for the African American market. This process includes learning about culture, generating ideas relevant to the culture, and integrating that knowledge into advertisements intended to influence consumer behavior through mass communication.Item Defining the target market and motivations for visiting the GrapeFest wine festival in Grapevine, Texas(Texas Tech University, 2001-12) Isaykina, ElenaWine festivals are growing in popularity throughout the United States and around the world. However, there has been little research concerning visitor motivations to these events and a profile of the people who visit them. The purpose of this study was to begin to address this issue through the study of a major wine festival held in the city of Grapevine. A case study method was used to gather data for this research. A questionnaire was developed to collect data from visitors to the event. The questionnaires contained items relating to the demographics of visitors, the motivations for attending, and the information sources used by attendees. The major findings of the study are as follows: (1) there are differences between festival visitor types and their motivations for attending the event; (2) the significant differences identified between visitor types were due primarily to differences in motivations; (3) these findings are consistent with the surveys reported in the literature that have found getaway, socializing and family to be important.