Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing


Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2014

This event report shows how Kraft, the food group, is adopting a nuanced approach to multicultural advertising.


Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2014

This event report shows how Toyota has developed a new total-market communications strategy, as the automaker modifies its approach to multicultural marketing.


Geoffrey Precourt, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2014

This event report shows how the Association of National Advertisers (ANA) is seeking to drive forward multicultural communications by embracing a "total-market" strategy.


Saad Saraf, Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2014

This case study describes how Supermalt, a drinks brand, used creative and fun PR and events to target Afican and Caribbean communities in London, UK.


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.

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
This paper 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.

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.

WARC RECOMMENDS


ARTICLE FOCUS

Hispanic Marketing

An overview from the Advertising Research Foundation


MARKET LEADER

Cultural Innovation

A focus on cultural innovation for the Q1 2012 issue


ARTICLE FOCUS

Effective Multicultural Marketing

Secrets to success in the wake of the 2010 US Census


ARTICLE FOCUS

The Cross-Cultural Report

Ogilvy & Mather analyses campaigns aimed at minorities