ANA Survey Tracks Multicultural Use of New Media Platforms

Reporting from the ANA's Multicultural Marketing & Diversity Conference, Warc's US Editor, Geoffrey Precourt, relays findings from an ANA member survey that sought to compare multi-cultural media spending and planning in 2010 with activity in 2009.

ANA Survey tracks multicultural use of new media platforms

Geoffrey PrecourtWarc

The Association of National Advertisers (ANA) is a trusted source for senior marketers. And when the ANA calls with a question, they answer.

At the 11th annual ANA Multicultural Marketing & Diversity Conference, the queries were on how thoroughly-and by what means-marketers were reaching out to embrace multicultural audiences. And, on day one of the conference, the ANA released the first set of findings from a 2010 survey of its membership.

Projected spend

The broadest-stroke inquiry from a study of 60 top marketers simply asked,...

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