The ethnic marketing continuum

Nicole Johnson-Reece

In the light of the USA census of 2000, the author discusses a number of steps towards full multi-cultural marketing and the implications for advertising.

The Ethnic Market Continuum

Where you fall can directly effect the return you get from these markets

Nicole Johnson-ReeceMulticultural Marketing Cendant Corporation

 

The era of marketing to the various minority groups in the United States could be separated into two parts: pre-2000 and post-2000. There are those companies who understood the power of these markets way before the census data made it even more plain and clear. They had the vision and wisdom to see the economic benefit that marketing to these groups provided for their company and thus created aggressive plans to tap into those markets. Then...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands