The companies should not only focus on the needs of their market segments but also be mindful of the values held by the targeted segments when planning marketing campaigns.
The customers are more sensitive to the social aspects of advertising campaigns and do not want to be linked with the culturally insensitive brands.
Instead of a Caucasian manager, Intel could have chosen a non-Caucasian manager and the sprinters could have been a mixture of different ethnicities in order to represent the cultural diversity at America’s workplaces.
This ad is a reminder that even major corporations can fail to anticipate all the cultural aspects of their marketing activities.
This is a clever strategy by Intel to give the impression that it is faster than the competition and still avoid coming across as misleading due to a footnote which most people will not notice.
In short, Intel is emphasizing greater speed as the differentiating characteristic of its new processor chip. It depicts a manager in an office setting with his subordinates shown as professional sprinters whose work efficiency will greatly improve by using Intel’s latest product.
Intel’s fortunes get a huge boost if businesses update their computing infrastructure and in this ad, Intel touts the 40% speed gain to compel businesses to update their computing technologies.
Intel is a huge corporation and it can afford to create multiple ads to target different customer segments.
Intel boasts that its new chips are 40% faster which gives the first impression that Intel’s chips are being compared with the competition.
Only a careful look at the barely noticeable footnote reveals the fact that the speed benchmark is Intel’s previous processor.