iPod manufacturers have done much to increase market share among African American, Hispanic, and Asian American consumers. They can use the materials presented in the chapter to develop highly targeted promotional materials. One of the ways they have used promotional campaigns to increase their reach to the stated target market that is encouraged in the chapter is through celebrity endorsement. The state’s target market makes up what is considered the minority group in the US. One characteristic of the group is that they promote and believe in their celebrities. Therefore, the black American community will more likely purchase a product that has been endorsed by a black American celebrity who is in touch with his or her community. The same applies to the Hispanic and Asian populations. The additional fact that more black American and Hispanic artists are currently leading in terms of music makes it easier for the company to target these populations.
Marketers looking to promote ready-to-eat cereals among the African American, Hispanic, and Asian American consumers can do so using their communal values. Arguably, these three groups hold communal values that can be exploited for purposes of advertising and marketing. For instance, the Asian American community values spending time together as a family. However, due to time constraints, many do not have breakfast together. A ready-to-eat cereal option can make it easier for the whole family to start the day together as no one will be required to cook in the morning. Additionally, designer jeans can use the same approach as iPods, where they identify community influencers who can encourage other members of the community to purchase the same jeans.