Multicultural Marketing

Reaching different cultural groups

Multicultural Marketing


Geoffrey Precourt, Event Reports, ANA Brand Masters, February 2015

This event report details how Wells Fargo, the financial-services group, is shifting its marketing strategy in line with changing demographics across the US.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains the development of MiTú Network, an all-digital content network aimed at Latinos.


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

This event report explores the social media habits of America's Hispanic population, and sets out which brands are best engaging this group, as discovered by analytics company Shareablee.


Hannah Wright, International Journal of Market Research, Vol. 57, No. 1, 2015
This paper aims to explore the importance of religious identity amongst young second- and third-generation British Muslims. It further seeks to understand the influence, if any, religious identity has on their consumer behaviour, examining the global rise of an Islamic consumer against a more localised set of needs and preferences.

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

This event report addresses how General Mills, the packaged-food group, is focusing on multicultural and millennial audiences.


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.

WARC RECOMMENDS


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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