Kraft's case-by-case total-market strategy
Geoffrey PrecourtWarc
For the past few years, American marketers looking for the best way to reach ethnic pockets of consumers throughout the country have been divided.
Largely, they have been arguing about the merits of two different models, each of which is described with a variety of names:
- Multicultural advertising: a practice traditionally followed by the likes of Houston-based agency López Negrete in appeals to Hispanic-American audiences, and by Chicago's Burrell Communications, which has a long heritage of delivering messages to African-American audiences.
- Total-market advertising: a model that's grounded in the belief that as...