The first make or break rule in the Multicultural Intelligence book is to boost your MQ, or get a better understanding of what multicultural marketing is so you are aware. The next rule is to divide and conquer. This means, when dealing with an ethnicity or culture there are many different segments to it and you must divide them up so you can approach your target audience in the best way. Don’t trust the expert is the next rule, which means to not always trust the statistics that are online because the professional who did the research may not have done it right. Don’t let the joke be on your is rule four. This rule talks about using humor when dealing with a minority audience. It is important to not poke fun at stereotypes or other things that could cause backlash from the audience you are targeting. Rule five is don’t get lost in translation. This means that when you are tapping into an audience where you need to translate your message, you are also translating an entire culture so you need to make sure that your message will mean the same thing when you translate it. Know how to push buttons is rule six. This message is important because it talks about knowing what affects your audience on an emotional level and being able to use that for your advantage. Market on a wink and a prayer is rule seven. This talks about being able to imbed culturally relevant messages into your marketing so you are not so obvious with your tactics. Finally, make up don’t cover up is the last rule. This talks about how to handle a campaign that results in negative feedback from the target audience. As a professional you cannot cover up the campaign you did, you must have a good disaster communications plan and be honest with the public.

The African American community is a very big sector in the consumer market. When talking about the terms African American versus black, the African American race does not seem to show a preference for either. However, when talking about a personal situation, a person prefers to use the term black, whereas talking about a cultural issue the term African American is used. When it comes to advertising and marketing African Americans do not appreciate seeing stereotypical things and long for the day that they will be depicted as a normal group in the media. They want to be represented as a real group that work, have families and are not only focused on for athletic ability and other stereotypical associations. They appreciate being represented in the media as diverse, because the African American culture embodies this side of it. They also like to see a real representation of how they live, rather than having them depicted as something else.

I think the Milwaukee teen birth campaign successfully reached out to the African American audiences they were targeting. They placed all advertisements in places they knew there audience members would be, so the message was reaching the audiences. They posted advertisements at places like transit centers, on street corners and anywhere else they knew where the audience would be. Additionally, the people who participated in this campaign knew they were dealing with teenagers and a younger population so by advertising things like “extra cash” to get their audience members to be involved in the campaign without even knowing it was highly successful. The print, and online advertisements and PSAs ran through media outlets the target audiences liked making the shocking statistics readily available to the people the professionals were trying to target. The campaign had many leaders and organizations in the community involved which helped a lot with reaching the target audience. There were many things that shocked the community, but this was a good thing because all of this time the community was OK with the high birth rates that were occurring in the teen population. An eye-opening campaign was needed to be used in order to reach the community members, teenagers, and older males who were all part of the target audience. Based on the evaluation step in this campaign it is obvious that the target audiences were reached successfully. This campaign ended up being a very big success; birth rates dropped significantly in the city of Milwaukee. I do not think that birth rates would have dropped as much as they did if the campaign did not reach its target audience.