Summary of how the Association of National Advertisers (ANA) has been addressing the subject of multicultural marketing.
Committee corner
Gilbert Davila Chairman of ANA's Multicultural Marketing Committee
There
have been many exciting changes that have taken place in the multicultural
marketplace recently. In a period of time where general market ad budgets have
remained flat to down, many multicultural budgets have been increasing. This is
a reflection on corporate
Americas desire to increase market share by capturing new customers. We are also
seeing how corporations are developing their internal organizations to better
address the multicultural opportunity. Also to minimize any emotional decision
making, companies are concentrating on establishing appropriate measurement
criteria to more accurately...