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Application Analysis of Diversity Marketing Application Analysis of Diversity Marketing: Localization of General Trend Abschlussarbeit zur Erlangung des Bachelorgrades "Bachelor of Arts" an der Hochschule Aalen Fakultät Wirtschaftswissenschaften Studiengang Internationale Betriebswirtschaft Erstprüfer/Supervisor: Prof. Dr. Chung Zweitprüfer: Prof. Dr. Ravens Anmeldetermin: 01.11.2015 Abgabetermin: 26.02.2016 Alina Miller Matr.-N°: 40118 Application Analysis of Diversity Marketing Hochschule Aalen Content List of Figures ..................................................................................................... III List of Tables ....................................................................................................... III Abstracts .............................................................................................................. VI Introduction ........................................................................................................... 1 Literature Review .................................................................................................. 2 Method .................................................................................................................. 13 Results ................................................................................................................... 19 First Survey ........................................................................................................ 19 Second Survey ................................................................................................... 28 Content Analysis – Television ........................................................................... 33 Content Analysis – Magazines ........................................................................... 38 Discussion ............................................................................................................. 42 First Survey ........................................................................................................ 43 Second Survey ................................................................................................... 49 Content Analysis – Television ........................................................................... 50 Content Analysis – Magazines ........................................................................... 58 Conclusion ............................................................................................................ 62 Contributions ...................................................................................................... 64 Limitations and Future Research ....................................................................... 65 Annex .................................................................................................................... 67 References ........................................................................................................... VII 26.02.2016 Alina Miller II Application Analysis of Diversity Marketing Hochschule Aalen List of Figures All figures were created by the author of this paper and their data was derived from the conducted content analyses. Figure 1 Content analysis, television – Distribution of advertisement categories on ProSieben (1) ......................................................................................................... 33 Figure 2 Content analysis, television – Distribution of advertisement categories on VOX ....................................................................................................................... 35 Figure 3 Content analysis, television – Distribution of advertisement categories on ProSieben (2) ......................................................................................................... 36 Figure 4 Content analysis, television – Distribution of advertisement categories on DMAX ................................................................................................................... 37 Figure 5 Content analysis, television – Distribution of advertisement categories on Nickelodeon ........................................................................................................... 38 List of Tables The tables were all created by the author as well and the corresponding data was derived from the conducted surveys and content analyses. Table 1 Results of the first survey, question one - Most mentioned male characteristics, male respondents........................................................................... 19 Table 2 Results of the first survey, question one - Most mentioned male characteristics, female respondents ....................................................................... 20 Table 3 Results of the first survey, question one - Male characteristics produced by both sexes ......................................................................................................... 20 Table 4 Results of the first survey, question two - Most mentioned female characteristics, male respondents........................................................................... 20 26.02.2016 Alina Miller III Application Analysis of Diversity Marketing Hochschule Aalen Table 5 Results of the first survey, question two - Most mentioned female characteristics, female respondents ....................................................................... 21 Table 6 Results of the first survey, question two - Female characteristics produced by both sexes ......................................................................................................... 21 Table 7 Results of the first survey, question three - Most mentioned male characteristics, male respondents........................................................................... 22 Table 8 Results of the first survey, question three - Most mentioned male characteristics, female respondents ....................................................................... 22 Table 9 Results of the first survey, question three – Most mentioned male characteristics, both sexes ...................................................................................... 23 Table 10 Results of the first survey, question four - Most mentioned female characteristics, male respondents........................................................................... 23 Table 11 Results of the first survey, question four – Most mentioned female characteristics, both sexes ...................................................................................... 24 Table 12 Results of the first survey, question five - Thoughts about traditional gender roles, male respondents .............................................................................. 24 Table 13 Results of the first survey, question five - Thoughts about traditional gender roles, female respondents ........................................................................... 25 Table 14 Results of the first survey, question seven - Appeal of commercials ..... 26 Table 15 Results of the first survey, question nine - Real gender role representation, male respondents ........................................................................... 28 Table 16 Results of the first survey, question nine - Real gender role representation, female respondents ........................................................................ 28 Table 17 Results of the second survey, question two - Most mentioned female characteristics, both sexes ...................................................................................... 29 Table 18: Results of the second survey, question three - Most mentioned female characteristics ........................................................................................................ 29 Table 19: Results of the second survey, question four – Most mentioned male characteristics ........................................................................................................ 30 26.02.2016 Alina Miller IV Application Analysis of Diversity Marketing Hochschule Aalen Table 20 Results of the second survey, question five - Thoughts about traditional gender roles, male respondents .............................................................................. 30 Table 21 Results of the second survey, question five - Thoughts about traditional gender roles, female respondents ........................................................................... 30 Table 22 Results of the second survey, question six - Have the roles changed down to the present day? ....................................................................................... 31 Table 23 Results of the second survey, question seven - Appeal of commercials, both sexes .............................................................................................................. 31 Table 24 Results of the second survey, question eight - Recollection of commercials, both sexes ........................................................................................ 32 Table 25 Results of the second survey, question nine - Real gender role representation, both sexes ...................................................................................... 32 Table 26 Content analysis, magazines - Distribution of the more frequently used advertisement categories in Men's Health ............................................................. 39 Table 27 Content analysis, magazines - Distribution of the more frequently used advertisement categories in Women's Health .......................................................
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