Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing


Aarti S. Ivanic, Kenneth Bates and T. Somasundaram, Journal of Advertising Research, Vol. 54, No. 4, 2014
Advertisers often employ spokespeople who speak with an accent ("accented spokespeople") to promote products and services that are stereotypical of (or related to) a speaker's background. This practice particularly is evident in radio advertisements, which offer no visual cues to aid in consumers' information processing.

Nam-Hyun Um, International Journal of Advertising, Vol. 33, No. 4, 2014
This study is designed to investigate the effect of gay-themed advertising as well as consumers' gender, tolerance towards homosexuality (low vs high tolerance) and consumers' brand commitment (low vs high commitment) on attitude towards ad and attitude towards brand. The study result suggests that people exposed to non-gay-themed ads had more positive attitudes towards the brand than did people exposed to gay-themed ads.

Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2014

This event report focuses on efforts by Macy's, the department-store chain, to reflect the changing face – and shape – of female consumers in America.


Stephen Whiteside, Event Reports, The Market Research Event, October 2014
This event report outlines three key ways that marketing research is failing brands, largely due to problems regarding consumer panels. One issue concerns "wave-to-wave" consistency, as the make-up of panels varies greatly between different rounds of research, so results vary and tracking becomes difficult.

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 demonstrates how Clorox, the cleaning and household products group, is approaching total-market communications.


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.

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