Reaching the Invisible Market
Givi TopchishviliGlobal Advertising Strategies
It is only over the past decade or so that American advertisers have realized the importance of this country's diversity. Smart, informed companies have responded to this with targeted, niche advertising programs that capitalize on burgeoning ethnic markets. These markets are primarily identified through race — and with good reason. Race has been the simplest sign of a distinct market. However, by using race as the sole criterion to define “ethnic” markets, advertisers are missing out on a huge opportunity to reach the third largest U.S. ethnic market that commands $410...