Media Exposure's Impact on Perceived Availability and Redemption of Coupons by Ethnic Consumers

Ethnic consumers have historically displayed little response to promotional campaigns that involve coupon redemption.

Media Exposure's Impact on Perceived Availability and Redemption of Coupons by Ethnic Consumers

Corliss L Green

One of the major challenges facing marketers in the 1990s is the ability to successfully reach members of diverse ethnic groups. Today, African-Americans represent the largest ethnic minority group in the United States with a purchasing power of approximately $294 billion dollars (Fleischer, 1991). US Hispanics have a purchasing power of approximately $188 billion and by the year 2010 will surpass African Americans as the largest ethnic minority in this country (Fleischer, 1991). These statistics suggest that ethnic markets contribute substantially to the profitability...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands