Target groups: Ethnic and minority groups

 

Urban marketing is much more than putting the right-colored skin tone in an ad campaign or TV spot. Many marketers miss the mark with urban advertising by marketing to the demographic, when it's reall ...

Collecting highly private data from consumers with nonapparent or even hidden characteristics, such as homosexuals, is difficult for two reasons: First, the resulting data sets are rather small and no ...

Although marketers generally consider homosexuals to be a desirable market segment, they are not targeted using mainstream media because it is expected that heterosexuals will react negatively to homo ...

Teens wield in excess of $150 billion in spending power in the US, and are for a number of other reasons an important and influential demographic. African Americans and Hispanics are particular influe ...

Not long ago US banks targeted Hispanic savers with half-hearted bilingual brochures and poorly-managed Spanish-language call centres. But this paper looks at how financial institutions have more rece ...

In the UK, 4.2% of the population in 1951 were foreign born. This rose to 8.3% in 2001 and an estimated 9.5% in 2005, and research suggests that mothers in immigrant families will probably have more c ...

The US market is becoming increasingly multicultural, and as affluence grows among minority groups, more and more companies are interested in building their market share among these communities. This ...

This article describes the Disney Company's success in marketing to different cultures, based on interviews with senior Disney executives. America is on the verge of becoming a true multicultural soci ...

This article discusses how African Americans are using the internet, and how they respond to online marketing. Some 20 million Afro-Americans now use the internet, 11% of the online population. The ev ...

This article offers best practice advice for effective advertising to the gay, lesbian, bisexual, or transgender market. Among the advice given is to assess how your brand is currently perceived; avoi ...

Despite the growing economic significance of immigrant consumers in most Western societies, there is no known study that has empirically investigated the effectiveness of advertising campaigns, which ...

This study tests the effectiveness of testimonial advertisements on black and white browsers’ evaluations of a high-end product on a commercial website. The results demonstrate that, although white br ...

This article discusses how marketers should deal with the burgeoning Hispanic teenage population in the US. An eight-point set of guidelines is offered, as is a case study of one highly successful exa ...

UK media and marketers have been slow to react to the growing ethnic population in the UK. No representative measurement exists on any media currency, and few advertisers address this audience and eth ...

The gay subculture is a powerful economic force destined to become even more powerful in South Africa as its societal acceptance continues to increase. It presents a significant opportunity to markete ...

This paper explores the acculturation process as a bilinear multidimensional change process across generations. As such, acculturation was measured employing consumers' selective change process in lan ...

This paper explores the creation of a brand for Muslim audiences in the United Kingdom and globally. It illustrates some of the unique and unusual challenges that this task creates by using two case s ...

While the media focuses on the negatives of immigration, consumers react in predictable ways, blaming immigrants for many of the ills of European society. Nonetheless immigration is essential to Europ ...

Jointly commissioned by Channel 4, OMD Insight and GaydarRadio, Outright 2006 research is based upon a robust sample of 18,000 gay and lesbian respondents and 4,000 straight. This makes the survey the ...

Britain is more diverse than ever. In the ten years to 2001, 1.1 million migrants accounted for more than half of Britain’s population growth. The Department for Constitutional Aff airs (DCA) was esta ...

Argues for a more comprehensive and dynamic approach to multi-cultural marketing, which the author's own company (financial services firm, Wachovia) refers to as 'diversity marketing'. She claims that ...

Reports on the headline findings of Mintel's 'Asian American Lifestyles' survey, covering language and heritage, geography, the role of family as well as income and financials.

Discusses the use of cause marketing as a way of creating campaigns that resonate with the hispanic audience in the US. The author, from General Mills, describes how yoghurt brand Yoplait ran a campai ...

An interview with Tom Joiner, host of a nationally syndicated radio show and TV show, about the nature and potential of the markets made up by America's minority ethnic groups, particularly African-Am ...

Discusses the multi-cultural nature of modern America and many of its consumers, and the opportunities that this presents to companies that market effectively to them. Strategic planning and implement ...

Discusses the nature, growth and potential of the Asian-American market in the US, as well as a series of pointers for success with this specific sector, including: respecting diversity; researching t ...

This article discusses the size and nature of the gay and lesbian market in the US; brands which are targeting this market; effective creative strategies; and the media options to do so, particularly ...

Five short essays covering various aspects of brand development: email marketing, why brands deliver value, the appropriate strategy for reaching 'Generation Y', marketing to the Hispanic community, a ...

Immigrants to America from Central and Eastern Europe are now a major market (20 million and growing), and the third largest ethnic market in the US. They cannot be targeted in racial terms, and many ...

With the size of ethnic minority groups expanding and their disposable income increasing, the consumption landscape and media environment are constantly evolving. It is important for advertisers to un ...