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Research Paper

Academic and practitioner studies have found that television consumption is highest among American audiences of diverse races and ethnicities.

Research Paper

This study examined consumers' motivations for participating in market research online communities (MROCs) and an integrative role of community identification in explaining its motivational antecedents and consequences.

News

NEW YORK: Asian Americans are an increasingly influential group, in terms of purchasing power and as a bellwether for digital developments, which a new report suggests marketers would do well to cultivate.

Research Paper

Black-oriented media, content with predominantly Black casts or racial themes, is marketed primarily toward Black audiences, but how audiences perceive such targeting is unclear.

Article

Addressing the issues facing society in the wake of the #MeToo movement, women in the advertising industry are calling for change.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

Article

Twitter, the social-media platform, used conjoint analysis in order to establish the characteristics of the tweets that are most likely to be shared.

Case Study

Kampgrounds of America (KOA), encouraged campers in North America to try KOA by launching a programme of events to connect with five key target groups.

Research Paper

This study examined dynamic interactions among self-values leading consumers to self-reference corporate social responsibility (CSR) advertising sponsored by three industries: oil, juice, and pharmaceuticals.

Case Study

Deodorant brand Rexona Men grew its market share in Hong Kong by making product consumption a daily necessity.

News

NEW YORK: Japanese carmaker Toyota has been advertising its new Camry model in the US around the theme of “Sensations”, but some viewers may have missed that there are at least four versions with each one aimed at different ethnicities.

Article

This event report outlines how United Airlines, the air carrier, is seeking to recover after a profound brand crisis.

News

NEW YORK: Asian American and Pacific Islander (AAPI) women are driving the influence and buying power of Asian Americans overall, which is expected to grow exponentially a new study shows.

Article

This article provides the best habits of ANA Multicultural Excellence Award nominees and winners to gain an insight on how to apply multicultural marketing successfully.

Article

This report examines the significant rise of news consumption in the US in 2016, looking at reach, time spent with medium, most popular sources as well as demographic breakdowns.

Article

This event report outlines the viewing preferences of various multicultural audience demographics in the United States, based on research undertaken by Viacom.

Article

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

Article

This event report outlines how Kimberly-Clark, the personal care and healthcare company, is pursuing multicultural marketing.

Case Study

This case study details how the German car manufacturer Audi regained strength in the premium SUV segment in France, Germany and Italy, by adopting an aspiring campaign idea: 'greatness starts when you don't stop'.

Article

This event report outlines ways in which brands can reach Indian-American consumers, a group with increasing affluence and influence.

Article

This event report addresses how Google is helping brands understand and connect with the growing audience of Asian-American consumers.

Article

This event report outlines the changing demographics among the US population, with a particular focus on the rising importance of Asian Americans.

News

LOS ANGELES: Chase, the financial services provider, has effectively encouraged Chinese American consumers to use its digital tools through a campaign based around "mastery" and obtaining greater control of their money.

Article

This event report explains how JPMorgan Chase leveraged cultural insights about the Chinese-American community to help promote its suite of digital services.

News

LOS ANGELES: Western Union, the money-transfer company, has driven a significant increase in awareness for its digital services through content based around consumer passions, as well as rigorous testing.