Target groups: Ethnic and minority groups

 

The rationale, strategy and execution of the first global advertising campaign by the money transfer company, Western Union, is the focus of this report from the Association of National Advertisers' 2 ...

Ford's focus on multicultural marketing is the subject of this report from the Association of National Advertisers' 2009 Multicultural Marketing & Diversity Conference by Warc's US editor, Geoffre ...

The importance of creating an emotional bond with consumers, over and above tactical promotions and price cuts, is the main argument of this presentation by Ruby Anik of JCPenney, to the 2009 Associat ...

The transition of Hip-Hop from musical movement to major urban culture - and the opportunities and challenges it presents to marketers and brands - is the focus of this presentation to the Association ...

The need for brands to take a targeted approach to multicultural marketing if they want to genuinely connect with different groups of consumers is the key argument of this address by Engelina Jaspers ...

This US report is based on the Yankelovich Multicultural Marketing Study 2009, which reflects a nationally representative sample for three groups of consumers aged 16 and older. These are Hispanics, N

This brief article uses survey data to looks at African-American mothers' purchasing habits and sentiments during recession. Nearly all mothers are learning and adopting new ways to deal with financia

This US report is based on the Yankelovich Multicultural Marketing Study 2009 and identifies four values-based trends for understanding African-American consumers. These include celebration of life, p

This brief article uses survey data to look at the early-adoption attitude of African-American and Hispanic consumers ages 50 and older and shows how marketers can leverage their need to “Be the First

Companies are increasing their multi-cultural marketing activities, but some worry that ethnic marketing may make white consumers feel alienated and ignored or that it will take dollars away from gene

This article argues that US ethnic minorities are staying relatively optimistic in the recession, with positive feeling strengtened by the election of Barack Obama as the nation's president. African-A

There can be few more challenging briefs than tackling London's gun crime problem. The issue is a highly complex one, closely intertwined with a host of other social problems, from poverty to educatio ...

This brief study argues that the 10m African Americans who fall into the Baby Boomer generation have been relatively ignored by marketers. It argues that this group have specific characteristics, some

Urban marketing is much more than putting the right-colored skin tone in an ad campaign or TV spot. Many marketers miss the mark with urban advertising by marketing to the demographic, when it's reall ...

This week's MONITOR Minute report takes a look at the importance of Hispanic Heritage Month and how marketers can use its celebration to establish and maintain a relationship with the Hispanic communi

To promote the new Nissan Altima, the auto company established a campaign idea that sought to produce a direct connection with consumers. Mock sets of keys were left behind in venues for consumers to ...

The full size pickup sector is one of the highest volume segments in the Hispanic market. It is also traditionally dominated by domestic brands. As such, while Toyota leads the Hispanic market in term ...

This MONITOR Minute takes a look at the differing health attitudes between Spanish- and English-oriented Hispanics. Using comparative Yankelovich data for Hispanics and non-Hispanics, and different Hi

This MONITOR Minute takes a closer look at three of the unique cultural characteristics of African Americans that marketers must understand if they are to create relevant health messaging. It names th

This presentation explores various issues related to the health of the Hispanic minority in the US, specifically the "Hispanic Health Paradox" (the group tends to live longer and enjoy better health t

Collecting highly private data from consumers with nonapparent or even hidden characteristics, such as homosexuals, is difficult for two reasons: First, the resulting data sets are rather small and no ...

Although marketers generally consider homosexuals to be a desirable market segment, they are not targeted using mainstream media because it is expected that heterosexuals will react negatively to homo ...

As marketers continue to pursue the attractive, and growing, pool of African-American and Hispanic consumers, grassroots and word-of-mouth marketing are emerging as a means for engaging these audience ...

Ways US marketers can promote multiculturalism are discussed in this 2008 article. These include the incorporation of African-American and Hispanic voices in mass-market campaigns, highlighting the co

Teens wield in excess of $150 billion in spending power in the US, and are for a number of other reasons an important and influential demographic. African Americans and Hispanics are particular influe ...

Not long ago US banks targeted Hispanic savers with half-hearted bilingual brochures and poorly-managed Spanish-language call centres. But this paper looks at how financial institutions have more rece ...

This presentation discusses media consumption among US Hispanics. The group is bilingual, including both Spanish- and English-oriented households. Hispanics as a whole are more likely to be in work th

In the UK, 4.2% of the population in 1951 were foreign born. This rose to 8.3% in 2001 and an estimated 9.5% in 2005, and research suggests that mothers in immigrant families will probably have more c ...

This report, included in Yankelovich's series of "10 Things" reports, leverages insights from the 2007/2008 Yankelovich MONITOR® Multicultural Marketing Study (MMS). It identifies new o ...

This study concentrates on US Hispanics and argues that marketers who are targeting US Hispanicsneed to think young. The median age of the Hispanic population in 2006 was 27.4, much younger than the a