DOCSLIB.ORG

Ebook Download Shopping for Identity the Marketing of Ethnicity

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Ebook Download Shopping for Identity the Marketing of Ethnicity SHOPPING FOR IDENTITY THE MARKETING OF ETHNICITY 1ST EDITION PDF, EPUB, EBOOK Marilyn Halter | 9780805210934 | | | | | Shopping for Identity The Marketing of Ethnicity 1st edition PDF Book Beyond the Maslow pyramid, there are other ways to distinguish needs and motivations. Statistical tools were developed and refined, and the computer age gave marketing departments new expertise to cross different demographic, geographic, and behavioral data. From the very beginnings of international marketing endeavors, the need for cross-cultural awareness and sensitivity has been evident. In this way, ethnic identities are continually being reinvented to fulfill our longing to feel anchored to a secure, harmonious, and localized past, although we are living amid the vast and chaotic landscapes of consumption that characterize the present. Colors also come to convey cultural meaning. If you're interested in creating a cost-saving package for your students, contact your Pearson rep. Despite the voluminous attention paid to the permutations of American identity in the twentieth century, commentators have shied away from exploring the underlying economic issues involved. The unity cards are not reflective of a specific culture; nor are they directed at a particular ethnic group. Plan From segmented to diversity marketing. Such an approach has conferred legitimacy on certain pro-Hawaiian demands, as can be seen in the strident concern for native burial grounds, which forced the government to prohibit hotel developers from building over them. It was okay mainly because of the collection of examples. Jul 10, Gloria rated it it was ok. We often tell our clients that we are the markets that they are trying to reach. The marketer who speaks to the unique blend of old and new for each of the New American Pioneers will win their acceptance—and their business. Because, although this picture looks innocent enough, to the Asian market, it symbolizes death. Packaging should be the same as what is found in a retail store, unless the item is handmade or was packaged by the manufacturer in non-retail packaging, such as an unprinted box or plastic bag. Through the consumption of ethnic goods and services, immigrants and their descendants modify and signal ethnic identities in social settings no longer sharply organized around ethnic group boundaries and the migration experience. On-line Supplement. Figure 14 Agrandir Original jpeg, 16k. And that to me is fascinating. New other. Add to list. For example, in Los Angeles, the Korean-speaking population is large enough to support the circulation of three daily native-language newspapers. This model uses a costs and benefits logic, whereby excellence on one attribute can make up for the fact that the brand is not so great in some other ways. Shopping for Identity The Marketing of Ethnicity 1st edition Writer Anheuser-Busch, the industry leader, actually increased its Spanish-language ads. Figure 6 Agrandir Original jpeg, 24k. Cancel Submit. And advertising to them is not more expensive than advertising through the mass media channels. The products are coming closer and closer to each other. This study showed that immigrants from urban areas had an easier time adjusting than their rural counterparts, since as city-dwellers, they had more exposure to a consumer culture resembling that in the United States. In categories with a lot of choices, consumers usually proceed through two stages—in the first, quick stage, they decide which brands should be considered in more detail vs. Indeed, many of the Francophone tourists evinced a stronger interest in Cajun culture than natives did. The theory of operant conditioning explains why loyalty programs can increase sales. There is a broad gray area between the two extremes: on one side, authentic cultural purity and, on the other, cultural expression that has been so commercialized that it has been robbed of any distinctive meaning. The so-called roots phenomenon accounts for such developments as the growth of ethnic celebrations, a zeal for genealogy, increased travel to ancestral homelands, and greater interest in ethnic artifacts, cuisine, music, literature, and, of course, language. Initially, if the ethnic revival was assessed at all in terms of its relationship to the business world, it was thought of as representing a strike against corporate culture. The two kinds of expertise, foreign-language proficiency and thorough cultural comprehension, go hand in hand. Ethnic identification persists and the research demonstrates that higher sociocconomic status and increased educational levels have strengthened rather than weakened it. Nuovo rated it liked it Feb 21, Success in this tremendously glutted market came both from the fact that Jews had never been specifically targeted for beer sales, and because of the ethnic humor. Figure 16 Agrandir Original jpeg, 16k. Ferreting out information such as the brand of soft drink favored by California Mexicans or the percentage of African-American households that own microwaves, the reason Hispanics are less likely to use credit cards, or the preference of Korean immigrants for commercials that show viewers how to use merchandise have all become essential to successful product promotion. In this arena, marketing experts become accomplished ethnographers mapping out the subtleties of cultural preferences and the demographics of multiethnic communities. Not surprisingly, when market forces are at play, authenticity itself becomes a hot commodity. After only a few months on the market, sales tallies confirmed that the Common Threads idea was a sound one. Consequently, they buy the disposable variety, discarding them after each use. In contrast, nouveaus are trying to make purchases to attain their status, the purchases being the so-called status symbols. This is a huge business, whose target groups are the "hyphenated Americans"--in other words, all of us. The buying process is consistent whether the buyer is a consumer or a business. A study comparing Korean-immigrant and American-born product selections showed differences in consumption of automobiles, stereo systems, laundry detergent, and coffee. Here at Walmart. In a market where the anonymous experience of shopping online is the norm for so many consumers, providing opportunities for customers to feel special and paid attention to can really make a difference, especially in car sales, an industry where trust so often is lacking. Arnold ed. Phil Okrend, the founder of MixBlessing, a family business that markets inter-faith holiday cards, believes they arc doing much more than merely selling stationery. Sign Up Already have an access code? Designing products, brands, and marketing communications for these two different groups involves different approaches. Shopping for Identity The Marketing of Ethnicity 1st edition Reviews John rated it liked it Feb 14, Some cases are clear-cut. Census Bureau, Geoscape International. These were all cases where knowledge of appropriate cultural translation supplanted a literal one. Powered by. In the lab, voice protocols can be captured—that gets rid of the memory problem, but leaves the other biases. We're sorry! The text describes the concept of subliminal advertising. There are no discussion topics on this book yet. In The Spotlight. Lists with This Book. Calantone, Mark R. Websites and online courses. You do what others do. They talked about their families or told a safe ethnic joke to immediately personalize their expertise and to affirm that, despite perceived ethnic or racial differences, they shared much in common with those in attendance. New ethnics, in their search for authentic homeland foods and the sense of community associated with it, would seek out local immigrant businesses involved in small-scale food production and retailing rather than consuming the products of corporate giants. Future evolution of ethnic marketing. Moreover, marketing experts have predicted a growing desire among the prosperous middle class for products that could suggest more permanence or stability in their lives. Marketers as Innovators: how ethn Figure 2. Shopping for Identity The Marketing of Ethnicity 1st edition Read Online One of their most innovative promotions was the design of a booklet welcoming immigrants to the United States and filled with practical advice, such as how to turn on the gas, open a checking account, or use an ATM. It means that, by your knowledge of what is important to them, you are not merely an interloper who is trying to make money from them, but a kindred spirit who knows their hearts—and is really one of them. Figure 14 Agrandir Original jpeg, 16k. Page Count: Sort order. They are not the true representatives of their culture but rather synthetic copies of their lower-class counterparts who are the real ethnics of their group. A groundbreaking instructor supplements package is also included to help you bring the core concepts for the Race and Ethnic Relations course to life, without burdening your students with learning solutions that are too dense or expensive. New record labels that specialize in popular and world music reflect the desires of their audiences for authentically primal listening experiences, with names such as Roots Records, Real World, City of Tribes, Original Music, and Redwood Cultural Work. Another way that the demographic revolution has touched corporate America is that executives are beginning to understand the potential of capitalizing on the diverse cultural backgrounds of their own employees to
Load more

Recommended publications
  • Diversity Booklet
    DIVERSITY REPORT and CASE STUDIES RESEARCH REPORT AND CASE STUDIES Published by IFA EDUCATIONAL FOUNDATION Sponsored by Project Coordinator and Editor Richard Willard President Management Resources International Copyright©2003 IFA Educational Foundation. All rights reserved. TABLE OF CONTENTS List of Participating Companies ................................2 Acknowledgments ....................................................3 Introduction..............................................................4 Summary Findings ....................................................5 Examples & Case Studies..........................................5 AFC Enterprises..................................................8 Choice Hotels ..................................................11 Denny’s ..........................................................14 Domino’s Pizza................................................18 LIST OF PARTICIPATING COMPANIES AFC Enterprises Choice Hotels Denny’s Domino’s Pizza The IFA Educational Foundation expresses its sincere thanks to these IFA member companies for participating in the study. 2 DIVERSITY REPORT AND CASE STUDIES Diversity Report and Case Studies ast summer the IFA Educational Foundation conducted a study of a broad cross-section of IFA member Lfranchise systems to identify companies with formalized diversity programs. Specifically, the Foundation sought to identify companies with a strategic plan incorporating diversity issues in the workplace and marketplace, with specific minority outreach programs, advertising
    [Show full text]
  • “Are Women Stereotyped in Adverts on Irish Television Channels & Do Irish
    Barbara Curran The Stereotyping of women in Advertising September 2017 “Are women stereotyped in adverts on Irish television channels & do Irish women feel the current adverts represent them?” Submitted by: Barbara Curran September 2017 Submitted to the Department of Marketing, Tourism and Sport School of Business & Social Sciences Institute of Technology Sligo In partial fulfilment for the degree of Master of Science in Marketing of the Institute of Technology Sligo Research Supervisor: Chris Sparks i M.Sc in Marketing Dissertation 2017 Barbara Curran The Stereotyping of women in Advertising September 2017 ASTRACT This research is to analyse the level of stereotyping in advertisements on Irish television channels, with particular emphasis on the stereotyping of women. It will also assess the use of a new trend in advertising called pro-female or ‘femvertising’. Femvertising is defined by SheKnows Media, as “advertising that employs pro-female talent, messages and imagery to empower women and girls”. Women have more dominant purchasing power, women’s economic influence as wealth creators and controllers continues to rise. Women’s global incomes are predicted to reach $18 trillion by 2018. Half of all products marketed to men are actually purchased by women (Skey, 2014). Thus marketing to women is changing, advertising campaigns now need to be diverse and inclusive. This thesis will review what’s driving this change and will analyse and assess Irish women perception of its use. The results revealed that traditional adverts showing women in stereotypical role are still the most dominant adverts on Irish television channels. More adverts show women in the home and in parenting roles then men.
    [Show full text]
  • Beat a Different Drum a Handbook for Marketing Cultural Diversity in the Arts Acknowledgements
    BEAT A DIFFERENT DRUM A HANDBOOK FOR MARKETING CULTURAL DIVERSITY IN THE ARTS ACKNOWLEDGEMENTS The following individuals must be acknowledged for their contributions to the development and implementation of the Marketing Cultural Diversity Project and the writing of this Marketing Cultural Diversity Handbook: Ron Layne and Roslyn Mayled (Australia Council) for their ongoing support; Stewart Moore and Nicolette Cule (National Centre for Tourism) for undertaking part of the initial research study; Nancy Young (Young & Associates) for undertaking the other part of the initial research study and writing this handbook; Designosaur for designing this Handbook; Hélène George (Australian Arts Enterprise) for facilitating the two pilot projects; Glenis Jay (Queensland Museum) for coordinating the Queensland Museum/Chinese Community Project; Dr Jennifer Radbourne, Kylie Murphy (Queensland University of Technology) and all students who conducted the market research for their support of the Market Research Strategy; Claudia Wahl, Rod Howard, Maren Götzmann and Therese Phillips (Arts Queensland) for coordinating different aspects of the project; and last, but not least, all the participants of the pilot projects for their invaluable and constructive input into the Marketing Cultural Diversity Project. ii CONTENTS DIRECTOR-GENERAL’S FOREWORD ......................................................................................iv USING THIS HANDBOOK Who can use this Handbook and how do I find the answers? ..............................v Step Chart........................................................................................................................vi
    [Show full text]
  • Marketing Products from Local Livestock Breeds: an Analysis of Eight Cases
    Animal Genetic Resources, 2010, 47, 59–71. © Food and Agriculture Organization of the United Nations, 2010 doi:10.1017/S2078633610001001 Marketing products from local livestock breeds: an analysis of eight cases E. Mathias, P. Mundy and I. Köhler-Rollefson League for Pastoral Peoples and Endogenous Livestock Development (LPP), Pragelatostrasse 20, 64372 Ober-Ramstadt, Germany Summary Local breeds and minor species are hardy and able to thrive in harsh conditions. Their adaptive traits and unique characteristics (coloured wool or hides, extra-fine fibre, meat or milk with special tastes) offer opportunities for the marketing of speciality products and sustainable food production in marginal areas. This study discusses eight initiatives from Africa, Asia and Latin America that help communities to produce and market various products for niche markets: milk and dairy products from dromedaries; cashmere, wool and handicrafts from goats, sheep and Bactrian camels; and meat, meat products and handicrafts from goats and sheep. The main strategies were to seek new markets for existing or entirely new products (rather than trying to exploit existing markets). Most initiatives had some form of branding or labelling, and two had protected their products with geographical indications. Such marketing initiatives can be started with limited capital inputs but are skill and knowledge intensive. They require strong commitment to overcome seasonal fluctuations in production, the lack of infrastructure and services, and difficulties in institution building. But when well planned and carefully managed, they can help conserve breeds as well as provide a livelihood for people involved in the value chain, allowing actors earlier in the value chain – livestock keepers and small-scale processors – to capture a greater share of the value of the end product than they would by trying to serve a mass market.
    [Show full text]
  • Reaching New Audiences Through Multicultural Marketing
    REACHING NEW AUDIENCES THROUGH MULTICULTURAL MARKETING Kimberly Rodriguez, KeySpan Energy Delivery Krista Georges, KeySpan Energy Delivery Summary KeySpan Energy Delivery's corporate values include a commitment to respecting diversity and appreciating the differences within the company as well as in the communities where KeySpan serves. As the major natural gas provider to the greater Boston area, both the existing and prospective customer bases include diverse ethnic groups. This paper will detail the steps necessary to target, design and implement multicultural marketing activities from the ground up by walking you through the challenges and accomplishments of KeySpan’s multicultural marketing team. In April of 2004 KeySpan Energy Delivery New England (KED NE) formed a multicultural marketing team to address opportunities in markets of color. By aligning corporate initiatives with integrated, internal competencies, the team found immediate opportunities to engage diverse communities in a variety of programs ranging from human resources to energy efficiency. Over the past year the team’s efforts have included recruiting employee candidates with diverse backgrounds, sponsoring and participating in community events and cultural festivals, increasing awareness and respect for cultural diversity internally, as well as developing multi-lingual advertising and culturally responsive marketing material. The KeySpan team was able to initially develop, plan and implement many marketing activities and is now partnering with an outside agency to identify the next level of engagement. This cost-effective initial effort established the foundation for a broader multicultural effort within the Company. This paper will identify for others the appropriate steps for creating a strong, dynamic team, building institutional support, and creating an immediate impact.
    [Show full text]
  • Ethnic Diversity, Decision Making Processes and the Marketing
    Ethnic Diversity, Decision Making Processes and the Marketing Environment Thomas Tanner, [email protected]* Heather Kirkwood, [email protected] Abstract Diversity on many levels has been an important element in multinational organizations for the past several decades. Organizational leaders should make diversity a fundamental component in their decision-making process. More specifcally, this paper focuses on ethnic diversity in decision-making processes for companies looking to gain a competitive advantage in the marketing environment. This study reviews the constructs of ethnic identity and team cohesiveness and examines their signifcance as an input in how marketing decisions are made. The study will also highlight how ethnic diversity in decision-making processes can infuence consumer behavior and target market decisions for multinational organizations. This paper is a conceptual study that presents a theoretical framework on how diversity can be an integral component of the decision-making process. A conceptual framework will be provided that focuses on ethnic diversity, the decision making process and the impact on the marketing environment. It is important to note that consumer perspective will be incorporated into the framework to help highlight and defne the results of the decisions made by an ethnically diverse team. Abbreviated Literature Review Ethnic Identity & Diversity Simon and Rowland (2011) posited that most literature did not provide a clear defnition of diversity that immediately categorized and separated one form of diversity as positive and another form as negative. The authors found that most research did not provide a clear understanding of the types of diversity being examined. However, according to an earlier study, Cox and Blake (1991) found that most diversity being researched focused on demographic attributes, including “age, gender, race-ethnicity, and background.
    [Show full text]
  • Marketing to a Diverse Customer Base by Gail Cox AC&M Group
    GROWING DIVERSITY Marketing to a Diverse Customer Base By Gail Cox AC&M Group This article was written in honor of Vince Cullers, founder in 1956 of what is considered to be the first ethnic marketing agency in the United States, the Vince Cullers Group. n 1956, the first ethnic marketing advertising agency, the Vince Cullers Group, was born. The agency was created out of a need for marketing that engaged ethnic customers Iand presented them in a positive light in national advertising. At that time, African Americans and Hispanics were less than 10% and 3% of the population, re- spectively. Efforts and resources invested in reach- ing these ethnic minorities were minuscule. Vince Cullers However, there were great market- growth in other ethnic and mixed-race multicultural consumers speak English. ers like McDonald’s, Coca-Cola, Bristol populations, ethnic populations today Consider, however, whether or not Myers and BP Amoco that recognized comprise about 40% of customers. But you would recommend marketing to the value of ethnic customers and that spending against all multicultural seg- women the same way that you market recognized that reaching them with rel- ments still amounts to significantly less to men, even if both campaigns were evant and engaging messaging required than 10% of all advertising spending. done in English. the expertise of professionals steeped in Sadly, most of the efforts in multi- Whether or not you would market to those cultures and experienced in that cultural marketing remain “plug and people in their 20s the same way you work. This gave birth to a much-needed play” efforts: Scripts totally lacking in market to people in their 60s.
    [Show full text]
  • Deepening Multicultural Marketing Instruction: the Universal and Temporal Dimensions of Ethnic Diversity
    DEEPENING MULTICULTURAL MARKETING INSTRUCTION: THE UNIVERSAL AND TEMPORAL DIMENSIONS OF ETHNIC DIVERSITY E. Vincent Carter, California State University, Bakersfield ABSTRACT The rise of diverse ethnic consumer segments in the United States has made multicultural marketing a mainstay in the American university curriculum. Although multicultural topics contribute to marketing courses, textbooks, and learning objectives are often limited to examining the breadth of ethnic diversity. This study draws upon 10 years of teaching a multicultural marketing course module to propose a depth of diversity method which augments conventional profiles of ethnic breadth. Course findings suggest that allowing students to explore the deeper universal and temporal dimension of ethnicity imparts a more holistic appreciation of different cultural versions, as well as an ability to chronologically envision the multicultural experience of historical and pre-historical periods. As a result, students reported a more authentic and original ethnic brand project experience. However, the depth of diversity method addresses the narrow managerial instruction goal of improving multicultural marketing competences that create brand value relationships with ethnic American customers. Neither the multicultural education literature nor global/cross-cultural ethnic marketing studies are explicitly advanced, although regarded as complementary research veins. Consequently, a timely and tenable multicultural marketing course module is offered to marketing educators engaging an increasingly diverse ethnic market. INTRODUCTION: FRESH MULTICULTURAL Ethnic diversity trends are blending marketing edu- MARKETING TRENDS cation curricula as well. The strategic relevance of ethnic customer segments in the United States mirrors the scho- Marketing educators understand that the trend is your lastic prevalence of multicultural marketing course offer- friend for continuous improvement of course pedagogy.
    [Show full text]
  • How Diversity and Inclusion Affect Shopper Attitudes
    Lindenwood University Digital Commons@Lindenwood University Theses Theses & Dissertations Spring 3-2021 How Diversity and Inclusion Affect Shopper Attitudes Melissa Michelle Oliver Lindenwood University Follow this and additional works at: https://digitalcommons.lindenwood.edu/theses Part of the Fashion Business Commons Recommended Citation Oliver, Melissa Michelle, "How Diversity and Inclusion Affect Shopper Attitudes" (2021). Theses. 5. https://digitalcommons.lindenwood.edu/theses/5 This Thesis is brought to you for free and open access by the Theses & Dissertations at Digital Commons@Lindenwood University. It has been accepted for inclusion in Theses by an authorized administrator of Digital Commons@Lindenwood University. For more information, please contact [email protected]. HOW DIVERSITY AND INCLUSION AFFECT SHOPPER ATTITUDES by Melissa Oliver Submitted in Partial Fulfillment of the Requirements for the Degree of Master of Science in Fashion Business & Entrepreneurship at Lindenwood University © March 2021, Melissa Michelle Oliver The author hereby grants Lindenwood University permission to reproduce and to distribute publicly paper and electronic thesis copies of document in whole or in part in any medium now known or hereafter created. Author's Name Date 3/12/2021 Author's Signature Committee Chair Date 3/12/2021 Committee Member Date 3/12/2021 Committee Member Date 3/12/2021 HOW DIVERSITY AND INCLUSION AFFECT SHOPPER ATTITUDES A Thesis Submitted to the Faculty of the Art and Design Department in Partial Fulfillment of the Requirements for the Degree of Master of Science at Lindenwood University By Melissa Michelle Oliver Saint Charles, Missouri March 2021 ABSTRACT Title of Thesis: How Diversity and Inclusion Affect Shopper Attitudes Melissa Oliver, Master of Science/Fashion Business & Entrepreneurship, 2021 Thesis Directed by: Dr.
    [Show full text]
  • Advertising and Consumerism by Erica Rand
    Advertising and Consumerism by Erica Rand Encyclopedia Copyright © 2015, glbtq, Inc. Entry Copyright © 2002, glbtq, Inc. Reprinted from http://www.glbtq.com Does being glbtq-identified make you part of a consumer group? Can you express your sexual or gender identity through your choice of a phone service or beverage? What are the politics of the idea that you are what you buy, eat, drive, or wear? This discussion examines two related issues in relation to glbtq people and the market: advertising and consumerism. Advertising Advertisers have long directed their ads to particular people. For example, since the early days of modern mass advertising in the late nineteenth century, many ads have targeted women, who were early recognized as the primary purchasers of many products ranging from food to clothing. It was not until a century later, however, during a period when advertisers also increasingly worked to segment the market based on other identity features such as race and ethnicity, that producers of goods and services began to seek out lesbian, gay, and bisexual consumers through advertising directed to them. Advertisers have used several strategies to reach sexual minorities. They have advertised in gay and lesbian publications. As Dan Baker reports in "A History in Ads: The Growth of the Lesbian and Gay Market," Absolut Vodka led the way when it placed an ad in the Advocate in 1979. Companies have also used direct mail campaigns. For example, in 1994 a mailing from AT&T, in a lavender envelope with a rainbow-colored phone cord, was directed to 70,000 people whose names were provided by Strubco, a company that specializes in brokering gay and lesbian mailing lists.
    [Show full text]
  • Diversity &Minority
    DIVERSITY & MINORITY FRANCHISEE DEVELOPMENT GUIDE Published by Sponsored by IFA EDUCATIONAL FOUNDATION © 2006 The IFA Educational Foundation. All Rights Reserved. No part of this book may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording or otherwise), without the written permission of the publisher. IFA Educational Foundation, 1501 K Street, NW, Suite 350, Washington, DC 20005, (202) 662-0764, www.franchise.org. DIVERSITY & MINORITY FRANCHISEE DEVELOPMENT GUIDE Project Coordinator and Editor Richard S. Willard, President, Management Resources International Table of Contents Acknowledgements....................................................................................................................2 Letter from the Chairman ........................................................................................................3 Introduction ............................................................................................................................4 Foreword:Minority-Business Enterprise: The National Priority............................................5 Chapter I: Tools & Strategies for Minority Franchisee Recruitment ....................................8 Overview ............................................................................................................................8 Tools & Strategies – Survey and interview results ........................................................10 Chapter II: What is Diversity & Inclusion ............................................................................21
    [Show full text]
  • Advertising, Marketing & Communications Industries Being
    For more information, contact: Natalie Judd, 203-605-9515, [email protected] Jennifer Walus, 630 - 873 - 3080, [email protected] ADVERTISING, MARKETING & COMMUNICATIONS INDUSTRIES BEING SHAPED BY MULTICULTURAL BOOM AHAA Releases Preliminary Findings on Emergence of “Total Market” Approach McLean, VA, November 5, 2013 – In the last decade, multicultural populations have grown to wield enormous power both on Wall Street and on Main Street. Not only are they influencing pop culture, entertainment and cuisine, but they are also driving significant changes in corporate board rooms and evolving the marketing industry. Today, marketing strategies are under great scrutiny in response to the explosive growth of multicultural populations. As many companies seek to reconcile and recalibrate efforts toward multiple market segments, questions arise with regards to the potential of defining and addressing a Total Market Strategy. In an effort to study the evolution and determine the most effective approaches to mining growth from Hispanic and multicultural segments, AHAA: The Voice of Hispanic Marketing is conducting a three- phased study to explore a clearer definition and industry standard of the “Total Market” approach and identify best practices for advertisers and marketing services firms. Yesterday, at the Association of National Advertisers (ANA) Annual Multicultural & Diversity Marketing Conference, AHAA revealed preliminary findings and broad trends from the first phase, which centered on data from an online survey of 321 marketing professionals from client-side, general and multicultural specialized ad agencies, media buying agencies, public relations and consulting firms. “We wanted to develop an unbiased ‘state of the marketing industry’ report collecting data and observations from leading large- and mid-sized marketers across multiple categories to report intelligence that can be applied industry-wide,” said Aldo Quevedo, chair of AHAA and principal & creative director of Richards/Lerma.
    [Show full text]