Targeting the kaleidoscope. Marketing in a multi-cultural age

David Foxon and Philly Desai

In 2003 COI commissioned a comprehensive, in-depth study of media use and attitudes to advertising among Britain's ethnic minority communities.

Targeting the Kaleidoscope

Marketing in a Multi-Cultural Age

David Foxon COI Communications, United KingdomPhilly Desai Turnstone Research and Consultancy, United Kingdom

INTRODUCTION

The structure of this paper is as follows:

  • First we outline the background to the Common Good Research and to ethnic minority communities in the UK;

  • Second, we describe five major cultural trends which were uncovered during the research and which, we believe, are relevant all global marketers;

  • Third, we present a communications planning tool developed from the research to assist marketers in targeting ethnic minority communities;

  • And finally we describe the dissemination strategy for...

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