Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing

Sindy Chapa and Enrique P. Becerra, Journal of Advertising Research, Vol. 54, No. 3, 2014
The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States. It included the case of the 2008 presidential campaign as well as a simulated experiment performed two years later for a cross-validation purpose.

Esther Franklin, Journal of Advertising Research, Vol. 54, No. 3, 2014
Esther (E. T.) Franklin (Starcom MediaVest Group) argues that too much of what we see in marketing - while tolerant and inclusive toward Black-Americans - is neither entrenched nor rooted in their experiences or cultural insights. "The messages they receive from brands often do not reflect their lives and have little connection with how they spend their hard-earned $1.03 trillion (and growing) buying power," Franklin notes.

Jisu Huh, Denise E. Delorme, Leonard N. Reid and Junga Kim, Journal of Advertising Research, Vol. 54, No. 3, 2014
The Korean-American market segment is distinct, economically powerful, and under-examined. This study compared perceived information utility of six direct-to-consumer advertising (DTCA) media for prescription drugs among Korean-Americans and Non-Hispanic White Americans.

Gian Fulgoni and Adam Lella, Journal of Advertising Research, Vol. 54, No. 3, 2014
A surge in the U.S. Hispanic population is a wake-up call to identify and strengthen strategies for targeting this important demographic segment. comScore's Gian Fulgoni and Adam Lella offer strategic considerations: explore the plethora of publishers available for reaching young, bilingual Latinos who use both mobile and PC devices; create targeted content designed to be viral; and make mobile media the top priority.

Jeffrey L. Bowman and David Burgos, WPP Atticus Awards, Merit, Consumer Insights, 2013

This article explains the Brand Cross-Cultural Index, which ranks brands in the US based on their ability to build meaningful connections across ethnic segments.

Stephen Whiteside, Event Reports, Omni-Channel Activation, June 2014

This event report explains how Clorox, the cleaning products company, is targeting Hispanic consumers in the US including new product development and digital marketing.

Effie Worldwide, Gold, North America Effies 2014

This case study describes how the California Milk Processor Board created a nostalgic campaign targeting Hispanic parents and children to revive a milk consumption occasion in the US state of California.

Effie Worldwide, Bronze, North America Effies 2014

This case study describes how Dark and Lovely, a hair care brand strongly associated with hair straightening, changed its image to gain credibility in the African-American natural hair market.

Stephen Whiteside, Event Reports, Internet Week New York, May 2014
This event report discusses how Honey Maid, Mondelez International's brand of graham crackers, has aimed to reflect changing social norms and values in America. Such a shift has been encapsulated by the evolution of the American family – whether that takes the form of families with two dads or two mothers, parents from different ethnic backgrounds, or a single father raising a child.



Hispanic Marketing

An overview from the Advertising Research Foundation


Cultural Innovation

A focus on cultural innovation for the Q1 2012 issue


Effective Multicultural Marketing

Secrets to success in the wake of the 2010 US Census


The Cross-Cultural Report

Ogilvy & Mather analyses campaigns aimed at minorities