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Information Technology Project Management: Providing Measurable Organizational Value5th EditionJack T. Marchewka 346 solutions If the what? on which public relations practitioner focuses there messages were a monolithic whole, their work would be far easier- and far less stimulating. The audience in fact is just the opposite: a complex intermingling of groups with diverse cultural, ethnic, religious, and economic attributes that public relations professionals must understand and deal with everyday. The united states normally has welcomed millions of migrants and put them into the cultural mainstream. They bring a bubbling mixture of personal values, habits, and perceptions that are absorbed slowly and sometimes reluctantly. The question of assimilation sometimes pertains to immigrants they could be from Ireland, Poland, Cuba or the Philippines. It also pertains to two minorities such as African Americans and Native Americans. This diversity is a great strength of the United States but also is a source of stereotyping The easily identifiable groups are Hispanics, Africans Americans, and Asian Americans. These have been growing faster than the general population with nonwhite ethnic groups now comprising a majority in some states including Cali, Texas, Hawaii, New Mexico, and DC Hispanics and African Americans now constitute about 16 percent and 13 percent of the U.S. population, respectively, for a total of 28 percent. The population of Asian Americans is also experiencing major growth to a record 18.2 million in (2012) Today 1 out of every 4 babies born in United States are hispanic that helps accounts for the projection that hispanics comprise nearly 30 percent of the U.S. population in future years. Hispanics are growing at such a high rate from immigration that the white and African American population is staying stagnant and not growing at a higher rate. Such statistics place a strong focus on diversity and multiculturalism in the workplace (internal publics) as well as how PR and marketing experts communicate with these groups as citizens and consumers. The stakes are high. In terms of buying power significant amounts of money. Hispanics will reach 1.5 trillion, African Americans will reach 1.1 trillion. Asian Americans with a buying power in buying power of 725$ for college grads. Nielsen researches projects it could be at least 1 trillion by 2017, which is equal to the 18th largest economy in the world. Minorities Assure Obama's Election- Within the voting Obama got most of the minorities during the voting process. The largest racial minority in the U.S. is African Americans because Hispanics are considered an ethnic group. There are now more than 43 million African Americans according
to a 2012 research report by Nielsen, which is 13.7 % of the American population, and they have the longest history in the United States as a minority group. Some don't associate with homogenous some would rather specific by geographical origin. Some like to be called black Hispanics while others prefer Caribbean origin, who tend to identify more hispanic. Two terms African American and black are often used. Nielsen research found that 44% preferred black and 43% preferred African American and
11% did not care Art Connects Cruise Ship Line
with African Americans Free live art auction series held on docked cruise ships in LA, Baltimore, and Miami it showcased art donated by nationally acclaimed There are now more than 18 million Asian Americans in the United States, according to a 2012 Nielsen report title was "The State of the Asian American Consumer". In addition, they
are most affluent and well educated multicultural group. The median family income for example is 66,000- 28 % higher than the total media U.S. income. In terms of higher education 50 % of Asian Americans over age 25 have undergraduate degrees compared to only 28 % of the U.S. population. Asian consumes both Asian tele and mainstream channels. The Asian channels are valued for providing info about their lifestyles and delivering culturally relevant entertainment. Korean Dramas in particular appeal to a broad base of Asian audiences. Asian Americans and white Americans make the most household median income as well as obtain a bachelors degree or more Individuals born between 1980 and 1995 are these? many of them have entered the workforce and at the start of the 21st century. in 2013, for example, the oldest in this generation was 33 and many of them had already become parents with established careers. At the youngest age of college level. This diverse group constitutes for about 20% of the U.S. population.
Because they love the digital media so much they are labeled as the E-Generation- 1/3 of life online. They were the first to grow up with technology. such as cellphones, computers, the internet , and social networking sites. The age group that was born between 1947 and 1964, represents the tidal wave ofAmericans born after WW2, when thousands of GI's returned home and starting raising families. Today, as a large percentage of these men and women begin to add a "6" to their birthdays they comprise a market of 78 million people or about 24% of the U.S. population. They have about 3 trillion in buying power, include many of the country's current business and political leaders, and are active users of the internet. Baby boomers, particularly those born in the 1960s, grew up in an age of prosperity and continue to have a few qualms about spending on consumer goods instead of saving for retirement, although the economic recession of 2009 changed some of their spending habits. Despite such setbacks, the McKinsey Global Institute estimates that by 2015, Boomers will control almost 60% of the actions net worth and about 40% of the nations products and services. Because of there wealth and numbers, many corporations and nonprofit groups have taken a keen interest in reaching this market. Toyota, for example, has promoted its Highlander by tailoring communications to baby boomers who now have "empty nest" because their children are in college or have established careers of there own. One example ad says "For your newfound freedom" The oldest boomers turned 65 in 2011 for the next 20 years 19,000 people a day will turn 65 according to the Pew Research center. Seniors are worried and caring more about Health care, insurance, retirement planning, personal savings, and other issues. But it should also be remembered that about 60% of the beer and carbonated drinks in the country are purchased by boomers. Companies such as Procter and Gamble and L'Oreal Pairs are also seeing a high demand for new products that cater to mature adults who lead active lifestyles and want to look vibrant and healthy not old. They also tend to be more interested in social issues since they group up during the 1960-1970s, also tend to be more involved in social causes. Catherine Welker of Strauss Radio Strategies told PRWeek "Many are parents, voters, retirees, and potentially have disposable income. This generation most likely are to get involved in a cause. This group are older than age 65. Most of the time they don't see themselves as there actual age. Medical advances have improved life expectancy to the point that almost 36.3 million Americans are age 65 or older. (12% of the population), according to the U.S. Census bureau. Most of the people starting turning 65 or older after 2011 due to
the baby boomers. When appealing to this age group a PR professional should avoid the term "old folks". A large percentage of this age group work out, volunteer, attend cultural events, and do extensive traveling. The older generation is just as diverse due to their interests, financial status, and lifestyle. A PR practitioner should look out for these characteristics. -Early bird dinner- Do not want to be in traffic or out in the dark Ages 65 to 74 have more discretionary income than any other group, with median assets of 108,885. A large percentage of them own their own homes without a mortgage they hold 70% of the countrys assets. They eat out frequently and do much gift buying. Travel frequently that 80% of commercial vacation travel, especially cruises. PR personell should know how to communicate with them. In media consumption seniors do spend 30% more time watching TV and 25% more time reading a daily newspaper than the average us citizen. According to the Center for Media Research seniors are becoming more active on the internet almost 20 million go online to check email, download maps, check the weather, and pay bills, Facebook even reports that the fastest growing demographic for new members is the over 55 group, as seniors connect with their children and grandchildren. Todays women make 80% of household purchase decisions. According to Nielsen report in 2013, estimates on female purchasing power varies from 5 trillion annually and trends indicate that women will control two-thirds of the consumer wealth in the united states over the next decade. Women are also emerging "influentials" in a variety of campaigns for a large number of companies. The Ketchum research conducted by USC Annenberg Strategic PR Centre also found that women aged 25 to 54 are not only "super consumers" but are much faster than men to embrace some new media, such as social networking sites, and also to use corporate websites. Also found out that women use social media more than men do. 75% vs. 63% Women spend an average of 12 hours per week on social media due to a study. Tell the men to go to the doctors, watch the kids Other research studies have identified a
segment called "supermoms" in terms of opinion leadership and word of mouth influence. These women spend about 5% of mothers, such as characteristics as Companies have also been paying attention to what have been called "mommy bloggers" Campbell Soup company, for example invited 11 mom bloggers to corporate headquarters to start a dialogue about the company's polices and products. Other companies, such as Graco, have also engaged in dialogue with mom bloggers and even started their own mommy blogs and twitter accounts. Potty Humor for moms when they are on the toilet and need privacy (we spend 4% of our days spent on a toilet) (75% of Americans use their mobile devices while sitting on the toilet) this is humorous pics, infographics on potty-related topics, and conversations between consumers on such topics as the merits of toilet seat covers. The LGBT community is a successfully community looking for places to live and is a diverse community it is estimated to be 9 to 16 million Americans. It estimates that purchasing power is about 750 billion according to packaged facts so companies have begun to offer domestic partnerships benefits and reach out to gay online sites and various publications. The internet is a good way to reach this audience. Some studies indicted that they are the most wired and technologically oriented groups in the country with about 80% regularly use the Internet General Motors was a leader in such programs, but such corporations as Marriott, Disney, and Starbucks have also been active in promoting same sex employee benefits and reaching out to the LGBT community. Starbucks, for example endorsed gay marriage legislation in Washington State despite an effort by the National Organization for Marriage urging a boycott. Media targets have grown in the last two decades. Magazines such as out and Advocate, and the cable networking logo focuses on gay themes. Some mainstream television shows could be Modern Family and Brokeback mountain. Gays are also in mainstream commercials. For example, a company hired three actors to play a girls gay best friend in a campaign to introduce Sunsilk shampoo to the U.S. It is important to realize that the LGBT market is not "one size fits all" Laurie Phillips, writing in PR tactics, points out that the "population is composed of individuals representing all ages, gender identities and expressions, racial and ethnic categories and various abilities." She adds, "Therefore, messages used to reach 18-34 gay males should vary from message used to reach 35-54 lesbians. Ben and Jerrys celebrates same sex marriage The united states has the most diverse Muslim population in world, which now numbers more than 6 million individual. There is a stereotype that all Muslims come from the Middle East, but the reality is that Muslims represent a variety of ethnic groups and come from a variety nations, including those in Asia, Europe, and parts of Africa. In fact, Indonesia's 242 million population makes it the largest Muslim country in the world. American Muslims are an attractive market because their purchasing powers estimated between 125 billion and more than 200 billion. In addition, research by the American Islamic Conference shows that the percentage of affluent American Muslim household earning more than 100,000 annually is nearly equal to general population households. Best buy for example, now wishes its customers "Happy Eid- al- Adha" in stores displays and promotions, whole foods now regularly stocks Halal- certified products. Lowes Stumbles on Sponsorships of All-American Muslim Which minority group in the United States is growing the fastest quizlet?Asian Americans recorded the fastest population growth rate among all racial and ethnic groups in the United States between 2000 and 2019.
Which of the following is the largest minority category within the U.S. population?The minority population is comprised of nearly as many Hispanics as blacks, surging numbers of Asians, and a small but growing American Indian population. By the middle of the 21st century, non-Hispanic whites will make up a slim and fading majority of Americans.
What is the minority breakdown in the United States?Table
What is the largest minority group in the U.S. today quizlet?Hispanics constitute the largest ethnic minority group, accounting for more than 16% of the total U.S. population.
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