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EnglishThe migratory phenomenon to Italy has become relevant only in the last years. According to recent data, regular immigrants were, at the end of 2007, around 3.7 million, a population bigger than the one in UK and France. These immigrants foster a market of 30 billion euro pro year, spent mostly in telecommunications, specialized press, bank and financial services and retail. Thus immigrants represent a solid market with a growing potential; they are mostly men (57,1%), highly educated (12,1% has attended college) with a estimated monthly income of almost 1200 euro. According to recent researches about immigrates consumptions, 46.7% of them owns a car, 32.3% a satellite equipment, 49% a DVR(?) reader, 93.6% a cell phone, 29.4% a personal computer and more than 50% has a bank account. The aim of the paper is to verify to what extent Italian corporations understand the potentiality of this market. The method applied is a desk analysis of advertising campaigns targeted at the immigrants, appeared on mass media in the first semester of 2008. The research will try to estimate the dimension of the phenomenon, the involved sectors and the advertising languages used.
| Autori: | Mortara, Ariela |
| Data di pubblicazione: | 2009 |
| Titolo: | Gli immigrati: un'indagine esplorativa su un nuovo target per la pubblicità e il marketing |
| Nome del convegno: | Congresso Internazionale Marketing Trends |
| Numero del convegno: | 8. |
| Luogo del convegno: | Parigi |
| Anno del convegno: | 2009 |
| Sezione: | contributo |
| Rilevanza: | internazionale |
| Nazione editore: | Italy |
| Titolo del libro: | Proceedings of 8th International Conference Marketing Trends |
| ISBN: | 9782953281101 |
| Numero di pagine: | 15 |
| Revisione (peer review): | esperti anonimi |
| Lingua: | Italian |
| Settore Scientifico Disciplinare: | Settore SPS/09 - Sociologia Dei Processi Economici E Del Lavoro |
| Keywords: | Immigrants, Consuption, Advertising, Marketing strategies |
| Abstract: | The migratory phenomenon to Italy has become relevant only in the last years. According to recent data, regular immigrants were, at the end of 2007, around 3.7 million, a population bigger than the one in UK and France. These immigrants foster a market of 30 billion euro pro year, spent mostly in telecommunications, specialized press, bank and financial services and retail. Thus immigrants represent a solid market with a growing potential; they are mostly men (57,1%), highly educated (12,1% has attended college) with a estimated monthly income of almost 1200 euro. According to recent researches about immigrates consumptions, 46.7% of them owns a car, 32.3% a satellite equipment, 49% a DVR(?) reader, 93.6% a cell phone, 29.4% a personal computer and more than 50% has a bank account. The aim of the paper is to verify to what extent Italian corporations understand the potentiality of this market. The method applied is a desk analysis of advertising campaigns targeted at the immigrants, appeared on mass media in the first semester of 2008. The research will try to estimate the dimension of the phenomenon, the involved sectors and the advertising languages used. |
| Numero degli autori: | 1 |
| Supporto: | CD-ROM |
| Appare nelle tipologie: | 4.01 Contributo in atti di convegno (pubblicato) |
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