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With over 85 million U.S. consumers who are Asian, Hispanic and African American, and represent $1.2 trillion in buying power, effectively marketing to them is a critical and confusing task. Should they be classified as narrow target segments and reached via specific marketing channels or should they be viewed as part of the mainstream? To probe this, the ANA convened a Multicultural Marketing Task Force of high level marketing officers which commissioned this ground breaking survey to examine not only how and what strategies and tactics ANA members use to conduct their multicultural advertising efforts, but also their attitudes around that usage. Detailed findings by industry type and company size are presented including:
Size of multicultural marketing budgets
Multicultural marketing segments and channels used to reach them
Types of Agencies which create and purchase multicultural advertising
Agency Compensation and Measurement
Advertiser Diversity Efforts.
This is an excellent resource for all marketing and agency executives concerned about how to advertise to this important consumer segment.
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