Multicultural/Niche Marketing
Children's Advertising and Self-Regulation
A review of CARU's guidelines for children's advertising, providing both positive and negative real world examples.
Ford: Linking the Hispanic Community, the Internet, and Sales
This case study explores how Ford partnered with AOL Latino to launch Mi Negocio, an online site for the Spanish-language business community.
Making Multicultural Marketing a Forethought
The author explains how Sears successfully embedded a multicultural point of view into its various functions.
Overcoming the "Borg Syndrome"
This article presents watchouts and considerations for defining, building, and sustaining profitable multicultural programs: developing segment expertise, measuring success, and overcoming an urge toward the "Borg Syndrome"—that is, disregarding individual consumer groups and marketing only to the masses.
Simply Smart Marketing
The author discusses how marketing to the multicultural consumer requires different techniques conditioned by location and specific target messaging.
Successful Multicultural Marketing Planning
Guidelines for defining, building, and sustaining profitable multicultural programs. AT&T Wireless's successful program is explored.
The "State" of the Asian-American Market
The author analyzes how Census 2000 data caused a perceptual shift in corporate America concerning the need for multicultural marketing and discusses the current state of multicultural marketing, specifically marketing to the Asian-American market.
Multicultural Marketing Survey, Second Edition
This presentation reviews the 2004 update on the strategies and tactics that ANA members use to conduct their multicultural advertising efforts, as well as their attitudes around that usage. The book provides full details.
Breaking Through Language Barriers in Asian-American Marketing
This presentation explores the unique challenges of the Asian-American market, and how to simplify its complexity in order to identify the best opportunities for your company.
Superbowl Gospel Celebration
This presenation details General Mills Recipes from the Soul (RFTS), which celebrates African-American culture and cooking.
The Multicultural Marketing Curve
A benchmarking study that provides valuable learning for all companies to enhance and improve their multicultural marketing programs and help them move up the curve.
Urban Faith-Based Marketing
This presentation explores the specific demographics and marketing opportunities of the Urban Faith Culture.
How ANA Members are Using Multicultural Marketing, Multicultural Marketing Survey, 2nd Edition
This presentation reviews the 2004 update on the strategies and tactics that ANA members use to conduct their multicultural advertising efforts, as well as their attitudes around that usage. The book provides full details.
Multicultural Marketing Budgets
Survey results from ANA Multicultural Marketing Survey.
The 50 to 64 Year-Old Market: Not Hard to Please — Just Hard at Work
The author discusses how people in the 50 to 64 year old age group feel ignored by marketers and offers ways to reconnect with this segment.
Welcoming a New Multicultural America: The Changing Trends of Today's Society, Demographics and General Marketplace
The author discusses how changing trends in today's society, demographics, and general marketplace make multicultural marketing a corporate imperative.
Verizon's Hispanic Marketing Communications
This case study explores how Verizon leveraged its market strategy to successfully target the Hispanic market.
A Brand is a Terrible Thing to Waste
This presentation offers a somewhat different perspective on why diversity in marketing should be a top priority for brands and how to get it done in your company.
Integrated Multicultural Marketing into a Holistic Marketing Communications Platform
This presentation shares experiences and insights on the special challenges of integrating multicultural marketing into a holistic marketing communications program.
Leveraging the Power of Brand Leadership to Target Hispanics
This presentation details how Home Depot's multicultural marketing efforts are geared to create customer demand and loyalty and enhance distinctive brand position.
