MULTICULTURAL MILLENNIAL CASE STUDY Juan Aguilar - Kelli Fontana - Carla Smith
RESEARCH Multicultural Millennials - 3 Nissan - 4 Automotive Landscape - 5 Nissan’s Digital Footprint - 6 Dealership Experience - 6 Personal Interviews - 7 STRATEGY & CREATIVE Objectives and Recommendations - 8 Media mix, schedule, and selection - 9 Creative brief - 10 Visual identity - 11 Dealership - 12 Radio - 13 Television - 14 Print - 15 Social Media - 17 PR & Promotions - 18 Evaluation - 19 APPENDIX Works Cited - 20
MULTICULTURAL (MC) MILLENNIALS Millennials, or Generation Y, informally include all people born between the early 1980s and the early 2000s. Within this group of 80 million tech-savvy individuals, multicultural millennials are increasing in size, with Hispanics/Latinos taking over the largest majority group, instead of African Americans. MC millennials see being authentic as not only important, but what their life is centered around. They believe in “being yourself,� while remaining faithful to their culture and heritage. Many MC millennials also identify themselves with their country of origin, in addition to their race and culture. Because of this, this population enjoys keeping in touch with distant family and friends. MC millennials are driven by passion, whether it is reaching the top of their education and career (Simmons 141) or pursuing a life of challenge, novelty, and change (Simmons 161). For this group big purchasing decisions are all about style and functionality, they want a quality product from an established brand with a good reputation. Moreover, though millennials are drawn to luxury cars they also seek out vehicles that reflect their commitment to the environment (Simmons 166). MC millennials are at the forefront of the technology frontier. The digital realm is their home and in turn they use the Internet and social media to both support and influence brands. According to a survey on global trust, 82 percent of millennials questioned said they would have more faith in a company or institution if they were involved in social media. Ultimately, the general attitude of the Nissan MC millennial can be described as selfassured, confident, secure, and adventurous. They are unique, do things their own way, and always stand out from the crowd (Simmons 205). They want to fulfill all their desires, are interested in staking their claim in the world, and want to be known for doing so. DISTINCTIONS BETWEEN MC MILLENNIALS Although Hispanic/Latino, African America, and Chinese millennials share many things in common, there are also many things that make them distinct from another other. Hispanic/Latinos are the largest ethnic group in the country, making up 16.3 percent of the total United States population. The most obvious attribute of the Hispanic segment is their varying levels and use of language (English, Spanish, Bilingual). This unique trait involves identifying English versus in-language communication tactics, and how language affects purchasing behavior. Hispanic acculturation occurs at different levels and most millennials take pride in their Latino heritage, while simultaneously merging it with American traditions. 3
African American (AA) millennials on the other hand, do not struggle with acculturation or language barriers. Current AA millennials are seeking better employment, more affordable housing, and better schools in southern states. AAs have been historically stereotyped and misrepresented in popular culture, therefore they are more than twice as likely to trust Black media over mainstream media and react more positively to targeted TV messaging. The most difficult group to segment is Chinese/Asian millennials because there is very little data about this group. Traditionally, Asians/Chinese are an incredibly reserved group, which in turn dissuades them from participating in questionnaires and surveys. According to the 2010 U.S. Census, Asians have a nationwide growth rate of 43.3 percent, with the Chinese accounting for 23 percent of the total Asian population. Similar to Hispanic/ Latino millennials, language plays a large role in the life of Asian millennials. Asian media continues to play a key role in connecting with Asian targets at an emotional level by helping them stay connected to their roots.
NISSAN Nissan Motor Company, Ltd. is a full-line Japanese car manufacturer that includes models such as, electric cars, sports cars, crossovers, SUVs, minivans and trucks. The company has recently implemented a Core Model Strategy:
Class Base Price MPG Competitors
Altima Sedan (2014) Mid-size Compact $22, 110 27/38 MPG Toyota Camry Honda Accord
Highest selling vehicle Sentra Class
Compact
Base Price MPG Competitors
$15,990 30/39 MPG Toyota Corolla Ford Focus Chevrolet Cruze
Coupe (2013) Compact $25,230 32/23 MPG Honda Accord
Rogue Rogue (2014) Select (2014) Compact Crossover SUV $22,490 $19,990 26/33 MPG 23/28 MPG Honda CR-V Honda CR-V Hyundai Tucson Toyota RAV4 Ford Escape Hyundai Tucson
Discontinued
Pathfinder Pathfinder Hybrid Compact Crossover SUV $28,950 20/26 MPG Ford Explorer Honda Pilot Chevrolet Traverse
$35,110 25/28 MPG Ford Explorer Honda Pilot Chevrolet Traverse
Versa Note (2014) Mini MPV (subcompact) $13, 990 31/40 MPG Toyota Yaris Honda Fit Chevrolet Sonic
Sedan (2014) Compact $11,990 31/40MPG Chevrolet Sonic Ford Fiesta Hyundai Accent 4
As of 2011, Nissan has held 9.4 percent of the automotive industry market shares. The company is built on the ideas: performance, quality, style, and innovation. The current campaign, “Innovation for All,” runs parallel with these ideas. Nissan also stresses diversity in all aspects of the company. Specifically looking at the multicultural market, Nissan is one of the leading brands in this segment, with 13.1 percent of the market share. Of that market share, it can further be broken down into 13.66 percent Hispanics, 13.74 percent African Americans and 8.39 percent Chinese consumers. Competition Nissan’s main competitors are other Japanese Original Equipment Manufactures (OEMs), specifically Toyota and Honda. Toyota targets tech-savvy millennials with their ongoing campaign, “Let’s Go Places,” emphasizing the positive experiences of ownership and vehicle quality. Honda has also implemented a campaign focused on the brand experience, placing an emphasis on the emotional relationship with a Honda vehicle. The “Start Something Special” campaign focuses on lifestyle and psychographics, rather than targeting specific age groups. Within the multicultural market Nissan’s competitors extend to Chevrolet and Ford. These brands have successfully reached the millennial population through social media campaigns. Ford launched the Fiesta Movement campaign, which lent out the Ford Fiesta to 100 digitally influential people, such as auto bloggers and style experts. The Ford Fiesta will also appear in the reality series, “Familia de Circo,” specifically appealing to the multicultural millennial. Chevrolet launched the “Let’s do This” campaign for the Chevy Sonic, attracting tech-savvy millennials through a smartphone application, and partnerships with Pandora Online Radio and “Funny-or-Die” short videos.
AUTOMOTIVE LANDSCAPE In consumers’ minds car brands such as Toyota, Ford, Honda, and Chevrolet continue to dominate the automotive world in branding and marketing.
*From Consumer Report’s 2014 Car-Brand Perception Survey 5
Trends to look out for in 2014 • Cars will begin to drive themselves (sort of). • Volvo establishes new adaptive cruise control. • Budget cars are giving better deals. • Entry-level cars such as 2014 Chevrolet Spark or Ford Fiesta offer higher MPG along with hi-tech gadgets. • Diesel choices will get better. • Volkswagen offers diesel choices in Beetle, Golf, Jetta, Passat as well as the Mazda 6 and the Chevrolet Cruze. • Cars will get lighter, but safer. • Automakers are making more lightweighting trucks. • Extensive use of carbon fiber, aluminum, and high-strength steel, • Hybrids will be ubiquitous. • Available in virtually every market segment. • 50 MPG Prius.
NISSAN’S 2014 DIGITAL FOOTPRINT
• NissanConnect with Navigation • Uses hands-free technology, your smartphone, and your Nissan’s display screen to help stay in touch with the outside world while inside your vehicle • Virtual 360 Around View Monitor • Converting four wide-angle cameras in front, rear, and side for composite overview of your Rogue • Virtual 360 Around View Monitor • Tire Pressure Monitoring System with Easy-Fill Tire Alert • Forward Collision Warning/Blind Spot Warning • Sensors on front bumper and blind spot areas that sense if you are closing in too quickly and alerts you both visually and audibly.
DEALERSHIP EXPERIENCE
The advancement of technology and smart phones has changed the traditional car dealership experience. Consumers no longer want a face-to-face relationship with a salesperson. Their primary concern is information. Customers want to feel in control of the buying processes, only talking to a sales representative when they are ready to make a purchase. The advancement in technology allows customers access to a wealth of information, from local competitor pricings to research websites like Cars.com and Edmunds.com. It has become increasingly important for dealerships to have a separate website that is optimized for mobile devices and many have implemented a “Scan & Drive” function. With this customers can scan a barcode with each vehicle, opening up all the car details. Nissan has incorporated the latest technology to the car buying experience. Specifically, Nissan and Microsoft’s Kinect for Windows technology have partnered up and created a Natural User Interface (NUI). This enables shoppers to virtually experience and explore the 2014 Pathfinder before the vehicle is available. This system allows customers to create and experience their “dream car,” without it physically being available at the dealership.
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PERSONAL INTERVIEWS PERSONAL INTERVIEWS WERE ONE ON ONE & CONDUCTED IN PERSON AND ONLINE THROUGH VIDEO SOFTWARE
Insights about “PASSION”: Many MC millennials are proud of their heritage, but not necessarily passionate. “I mean I'm proud of my Hispanic heritage but I feel I am more American than Hispanic.” Passion is something you can’t live without. It drives your actions every day. Passion is “A fire, an intense emotion toward something. It motivates you and gives you a purpose and drives you.” Insights about “INNOVATION”: “If someone says something is innovative, I assume its not.” Participant felt innovative is an overused term. “Automotive companies need to be innovative in the way they advertise in a competitive market.” General insights: • People are mostly passionate about their future careers • Passion leads to innovation and heritage is found in the root of that. • Focus on being genuine and not unique, you will be unique in the process. • Technology in cars is cool and interesting, but its not as important as quality. • “Innovative” ads make more of an impression. • Asians feel stereotyped in regular advertising. What MC Millennials look for in a car: 1. Quality (getting from point a to b). 2. Fuel economy. 3. Interested in environmentally friendly. 4. Safety. 5. Bells & whistles (additions).
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NISSAN MEDIA STRATEGY Media Objectives 1. Create an awareness of the Nissan brand in the mind of the target audience, through the use of traditional media outlets. 2. Actively engage the target audience with the Nissan brand, through promotional events and programs. Recommendations 1. Extend and improve Nissan’s social media presence by updating Nissan’s smartphone application and improving their overall ratings for their app and social media presence. 2. Improve dealership experience for millennials by renovating major showrooms to relate more towards our younger demographic. 3. Communicate that Nissan not only provides a high quality product, but also works to implement the highest forms of technological innovation in the market. 4. Develop a campaign that doesn’t solely identify multicultural millennials by their ethnicity, but rather focuses on what all three ethnicities share. 5. Give millennials the opportunity to create user-generated content and have their voice be heard. Because social media is where millennials spend a majority of their time, allow them the opportunity to generate exciting and unique content with Nissan and share it with the world. 6. Develop engaging PR campaigns by hosting and sponsoring innovative and cutting-edge technology events pertaining to topics that MC millennials are interested in, such as art, music and entertainment. By aligning Nissan with these events the consumer will truly associate Nissan with innovation.
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MEDIA MIX
35% — Television 20% — Print 18% — Digital 11% — Promotional Events and PR Program 6% — Radio 10% — Contingency/Production Media Schedule • May, June, July, August (most cars are purchased during summer months, after tax refunds are received) • November, December (holiday season)
JAN
FEB
MAR APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
Television Print Radio Digital Promotions/PR
Media Selection Television Channels -Multicultural Vehicle: BET, OWN, ESPN Deportes, Univison -General Market: ESPN, FOX, MTV, TNT Websites -Youtube -Facebook, Twitter -Below magazines’ website Magazines -Multicultural Vehicle: Ebony, Essence, Latina, People en Español -General Market: People, Cosmopolitan, Sports Illustrated Internet Radio -Pandora -Spotify 9
CREATIVE BRIEF Insights about the target audience The target audience consists of multicultural millennials within the Asian, African American and Hispanic segments, who are between the ages of 18 and 29 years old. This market places an importance on individuality and standing out. They are career-driven, passionate, and goal-oriented. These multicultural millennials are extremely technologically savvy, and the Internet and social media are their primary source for information. Geographically, the United States as a whole will serve as the targeted region, however there will be a stronger emphasis placed within states and cities with a higher multicultural population, such as California, Texas, Florida and New York. Insights about how the target interacts with your brand Currently, this target audience has little to no interaction with the Nissan brand. When asked about car companies many did not consider Nissan as a top contender for potential car purchases. Many within this target market acknowledge Toyota, Honda, Hyundai, Ford, and Chevrolet to be top brands when choosing a car out of college. Although this does not necessarily show that the current Nissan campaigns are not effective toward this segment, it does create an opportunity to brand Nissan in this target’s mind without having to change previous perceptions. What the target will know and feel Similarly to this target population, Nissan is a brand that drives on the idea of being unique. Nissan’s concept of innovation is what makes the brand standout within the automotive industry. Although Nissan may not be the most economical choice, multicultural millennials are not cheap when it comes to following their passions. This campaign will show multicultural millennials that Nissan is not simply a car, but rather a vehicle (literally and metaphorically) and companion on their journey to live out their dreams. Nissan is able to move through all the different social settings that make up the identity of multicultural millennials. Key insight What makes multicultural millennials truly unique is their ability to easily and successfully navigate through the different social and cultural groups in which they belong. Tone of voice This campaign encourages multicultural millennials to continue to be unique, break the mold, and not conform to stereotypes. The tone is inspiring and empowering with a hint of rebelliousness, when speaking to their passion in music, art and technology.
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VISUAL IDENTITY COLOR
BLUE
ASIAN MILLENIALS
YELLOW
HISPANIC MILLENIALS
PURPLE
AFRICAN AMERICAN MILLENIALS
These colors are part of the same triad and so they are all coherent and match with each other, the same way that multicultural millenials are part of individual cultures but come together under the millenial category. Colors are meant to be incrediby vibrant and energetic, mirroring the personalities of MC millenials. Each color represents a distinct multicultural group, the corresponding color will be used as the main color for executions that target a specific multicultural group.
TYPE TREATMENT Possible type treatment with colors and geometric patterns. Can be used either with a tagline (if one is c or with copy/titles throughout the entire campaign.
PATTERN
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DEALERSHIP
For multicultural millennials the dealership experience leaves a lot to be desired. To create a positive interaction between Nissan and consumers a few initiatives will be put in place at select dealerships. • Salesperson training specifically regarding millenials and their needs/desires. • Promotional materials such as banner and posters (as shown above) creating an engaging and attractive enviornment for millennials. • Create a comfortable environmental for millenials i.e. a faux living room with couches, television, and music. • Add a coffee bar to select dealerships to encourage MC millennials not to just come to the dealership, but to spend time and enjoy their experience there.
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RADIO 30 second spot – a passionate, national multicultural millennial speech. Nissan is reaching out to the new, revolutionary America. (speaker talking the entire time with a swelling victorious orchestra behind): Did you know that 40% of the American millennial generation is multicultural? America is evolving and rebranding itself, and the Nissan car company is on board. Because Nissan believes in a culturally vivid future. Nissan is more than just a car company. It is leader in the new and revolutionized America. Be a part of the movement. Be a part of Nissan. A future that is comprised of many. It is time to wake up and be more than just a car company Time to be free thinking, trend-setting, and leading the future to a more vivid America More than just a good cook, be a creative motivator. More than just a kid who’s good with numbers, be a freethinking visionary. More than just a guy with a solid free throw, be an intellectual creator. And together we make up the new America. Nissan understands. Because we are moving forward, and we are moving fast. And we are taking a part of this new revolution. Will you join us? A vivid new tapestry, a New America. Revolutionary & Inspirational. Nissan.
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:30 second TV Spot - “All Of These�
Sh ot 1: An African American young man playing basketball outside.
Sh ot 2: A young Hispanic woman interacting her husband and baby.
Voice Over : But we are much more than that.
Voice Over : We all come from somewhere.
Sh ot 4: Africa American man driving in a Nissan Sentra.
Sh ot 5: Hispanic women driving in a Nissan Altima.
Sh ot 6: Asian man driving in a Nissan Pathfinder. (The sounds of three car doors closing)
Voice Over: And Nissan knows that. (the sounds of a running car)
SHOT 7: Asian man performing with his band on stage.
Sh ot 3: A young Asian man and his family celebrating their Asian heritage.
SHOT 8: Hispanic woman working in a high-end office
SHOT 9: African American man working in a research laboratory. VOICE OVER: All at once.
VOICE OVER: We are all of those things and all of these. (upbeat music playing)
SHOT 9: 2014 Nissan core models with campaign pattern background. VOICE OVER: Nissan, your vehicle to navigating life.
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Your GPS will tell you • the easy way • the road less traveled • the scenic route • the way its been done before.
2014 Nissan Rogue MSRP: from $22,490 MPG: up to 26 city / 33 highway
But you could always make your own path. Nissan’s 2014 Rogue is the definition of intellectual style. With best-in-class in both highway/city MPG and maximum storage, you can spend your time figuring out where you want to go and not where the next gas station is. Visit NISSANUSA.COM to personalize a Rogue to your style.
PRINT - FULL PAGE MAGAZINE AD 15
A drumset, 3 amps, 2 electric guitars, a bass guitar, and one friend. Your spouse, 3 kids, a dog, and 2 suitcases.
Big enough for the dreams that other people have for you and the dreams that you have for yourself. Sometimes your goals don’t really line up with those around you, doesn’t mean you can’t make room for them. The all new 2014 Nissan PathFinder offers seating for up to 7 with reclining seats and a second row that slides back and forth. This way, no matter what your life’s plans are, you got plenty of room for it. Visit NISSANUSA.COM to see what else fits inside the Pathfinder.
PRINT - FULL PAGE MAGAZINE AD 16
The only thing that won’t gossip about your double life. Unless you want it to.
2014 Nissan Altima MSRP: from $22,110 MPG: up to 27 city / 38 highway
Share the things that you want to with the people you want on the new 2014 Nissan Altima, fully loaded with Nissan Connect. With Nissan’s new handsfree technology you can sync your phone to your car and send text messages, browse apps, and update your status all while keeping your hands on the wheel. Visit NISSANUSA.COM to find the perfect vehicle to fit all your identities.
PRINT - FULL SPREAD MAGAZINE AD COPY: Share the things that you want to with the people you want on the new 2014 Nissan Altima, fully loaded with Nissan Connect. With Nissan’s new handsfree technology you can sync your phone to your car and send text messages, browse apps, and update your status all while keeping your hands on the wheel. Visit NISSANUSA.COM to find the perfect vehicle to fit all your identities.
SOCIAL MEDIA EFFORTS Social media is a necessary vehicle to create dialogue and brand awareness with multicultural millennials. Facebook will feature Nissan contests and sweepstakes, in order to increase brand interaction with the consumer. The Facebook page will also be connected to the Twitter and Instagram accounts, which will allow consumers a one-stop destination for all Nissan social media. Twitter, like Facebook, will be used to create a dialogue between the Nissan brand and the consumer.Instagram will be used to showcase photographs of the latest and most innovative Nissan vehicles. Pinterest will create “identities” for each of the NIssan core models, and each board will pin things that are interesting for that “character”. For example the Pathfinder pinterest board will be full of pins regarding exploring, traveling, and hobbies that require a car with space. 17
PR & PROMOTIONS Concert Tour (or partnership with existing festivals) Nissan will partner with the top exiting music festivals within areas with a heavy multicultural presence. This would include, Ultra Music Festival in Miami, Florida and Electric Daisy Carnival in New York City, New York. By doing this Nissan is aligning itself with other innovative brands in the art and music industry, which MC Millennials are a great part of.
VIRTUAL TEST DRIVE Test drive simulator on major college campus A test drive simulator will be toured across the country, making stops in major college campuses. During each stop, students will have the opportunity to chose from the core Nissan models and simulate a test drive. The simulator will be in a white pop up room, with the walls around the car being projected on. The test driver will have to allow Nissan to connect with their Facebook. The idea is that the white walls around the car will turn into projections of places that they have been all the way leading up to where they live, all of this found through their facebook information. This personalizes the test drive and uses technology to engage MC Millenials.
Mentorship Program Nissan will create a mentorship program that will be exclusively open to multicultural millennials. Program participants will be paired with a mentor, which will be a high-ranking professional within the participant’s given area of interest. Participants will have the chance to spend a week with their mentors and experience what their future could be like. In order to be chosen, participants will upload a 30 second video to the Nissan Youtube channel explaining what they are passionate about and how they want to pursue it in the future. The five videos with the most views will be chosen to participate. Open only to multicultural millenials. 18
EVALUATION Objective To assure that our marketing efforts are meeting our objectives, we will track performance of the campaign after launch and throughout the duration of the campaign. Strategy Quantitative and qualitative research to track brand perception, dealership experience, public relations effectiveness and digital/mobile usage. Tactics • Consumer surveys to measure: • Increases in awareness and consideration of Nissan within the multicultural millennial community. • Overall change in brand perception • Overall change of dealership experience • Increase in Nissan core model sales by multicultural millennials. • Monitor brand perception and consumer engagement by social media analytics. • Evaluate the effectiveness of promotions by monitoring participation and response rate.
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