Committee Corner - Gilbert Davila

Summary of how the Association of National Advertisers (ANA) has been addressing the subject of multicultural marketing.

Committee corner

Gilbert Davila Chairman of ANA's Multicultural Marketing Committee

There have been many exciting changes that have taken place in the multicultural marketplace recently. In a period of time where general market ad budgets have remained flat to down, many multicultural budgets have been increasing. This is a reflection on corporate Americas desire to increase market share by capturing new customers. We are also seeing how corporations are developing their internal organizations to better address the multicultural opportunity. Also to minimize any emotional decision making, companies are concentrating on establishing appropriate measurement criteria to more accurately...

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