Reaching the ethnic consumer

David Fletcher summarises the findings of a major new study into the opportunities and challenges presented by minority ethnic audiences.

Reaching The Ethnic Consumer

A challenge for marketers

David FletcherMediaedge:cia UK
  This is the full version of a report that is summarised in the Adstats section of Admap, March 2003.

 

 

Introduction

Minority ethnic audiences in the UK represent a significant cultural and consumer force.

Increasing ethnic and cultural diversity like other forms of societal change represents both a threat and an opportunity to marketers. New consumer segments can provide fresh sources of topline growth with focused new product development. However, diversity...

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