MARK217 Lecture Notes - Lecture 8: Ethnic Media, Pay Television, David Beckham
Document Summary
Mandarin, italian, greek and cantonese: ensures significant markets for people of a non-english speaking background (nesb). Ethnic media in australia: over 100 publications published regularly in over 35 non english languages, a number of ethnic radio stations. Sbs tv and radio dedicated to this market: pay tv also has several channels dedicated to programs in specific languages. Asian-australian consumers: primarily chinese and vietnamese and number less than one million, attractive niche market because: Fastest growing australian minority: largely family oriented, highly industrious, strongly driven to achieve middle class lifestyle, ethnic specific advertising found to be more effective than general advertising. Religious subcultures: most major religions represented in australia, members likely to make purchases influenced by religious identity from time to time, australia is increasingly secularised, major holidays have religious foundation (christmas and easter). Some religious bodies have their own newspapers in order to reach this market.
