Caso Camry
1) There are three types of reference group influence – informational, normative, and identification. Assuming Bianca is a representative for the group consisting of successful, urban, professional African American women, which type(s) of group influence do you see operating in this campaign?
Informational influence is a potential since a member of the target group is implicitly saying, “You are like me and I like this car, so you will too”.
Normative influence is not really being utilized in this campaign. There is no threat of punishment or promise of a reward by the group for compliance (buying the Camry)
Identification influence is likely the strongest influence being utilized. The goal here is to have the target market identify and internalize group values and beliefs and then act on them. The implicit belief is that Camry is part of an active, adventurous, urban lifestyle. Notice the strategy of showing a member of the target group using the automobile which is consistent with an identification influence strategy
2) What are the primary core American values that this campaign is attempting to tap into
Active (rather than passive) – the excitement and adventure aspect of the espionage theme, along with the “on-the-go” professional woman.
Change – this campaign is based on the reality of existing females and African-American professionals as role models, not stereotypes.
Individual – this campaign revolves around Bianca and her individual accomplishments.
Diversity – this campaign is reaching out to African American professional women and indicating their desire to be their car of choice.
Youth – this campaign is clearly targeting a youth audience – Bianca is a young urban professional.
3) What values and aspirations does this campaign tap into relating to the sub-groups of professional women and professional African American women?
This campaign taps into both professional women and African American women – values and
Informational influence is a potential since a member of the target group is implicitly saying, “You are like me and I like this car, so you will too”.
Normative influence is not really being utilized in this campaign. There is no threat of punishment or promise of a reward by the group for compliance (buying the Camry)
Identification influence is likely the strongest influence being utilized. The goal here is to have the target market identify and internalize group values and beliefs and then act on them. The implicit belief is that Camry is part of an active, adventurous, urban lifestyle. Notice the strategy of showing a member of the target group using the automobile which is consistent with an identification influence strategy
2) What are the primary core American values that this campaign is attempting to tap into
Active (rather than passive) – the excitement and adventure aspect of the espionage theme, along with the “on-the-go” professional woman.
Change – this campaign is based on the reality of existing females and African-American professionals as role models, not stereotypes.
Individual – this campaign revolves around Bianca and her individual accomplishments.
Diversity – this campaign is reaching out to African American professional women and indicating their desire to be their car of choice.
Youth – this campaign is clearly targeting a youth audience – Bianca is a young urban professional.
3) What values and aspirations does this campaign tap into relating to the sub-groups of professional women and professional African American women?
This campaign taps into both professional women and African American women – values and