The Upcoming Legal Crossroads For Multicultural Marketing

Douglas J. Wood

Choices and challenges involved in marketing to cultural groups in the USA (multicultural marketing), including some of the regulatory and legal problems that have arisen.

the upcoming legal crossroads for multicultural marketing

 

Douglas J. WoodGeneral Counsel to the ANA 

Multicultural marketing brings the advertising industry to a crossroads that offers many directional choices and, regrettably, some detours. This month's column will take a look at a few of these choices and the challenges they present.

Recently, Subway Restaurants and The CocaCola Company launched socalled 'crossover' campaigns with Spanish language commercials aired in regular primetime television.

In the case of Subway, there are two versions of a commercial, each withcultural elements appropriate to the different ethnic audiences to whom the commercial is directed....

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