|
|
Article: OP-ED: In ethnic marketing, speak the language and the culture.
- Article from:
- PR Week (US)
- Article date:
- May 19, 2003
CopyrightCOPYRIGHT 2003 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
|
The term 'ethnic marketing' has traditionally meant using one strategy to target a company's marketing, ad, and PR campaigns to a 'multicultural' audience comprising three major groups within the US: African Americans, Asians, and Hispanics. This 'Benetton' approach toward simultaneously marketing to diverse segments of the population has typically been done in one language - English. Today, this approach doesn't work. Companies still using that tactic risk missing a huge opportunity to tap into these rapidly growing groups.
In the May issue of American Demographics magazine, the article entitled 'A Multicultural Mecca' states that nearly 30% of the US ...