Communicating with the Multicultural Consumer

Communicating with the Multicultural Consumer

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altIgCommunicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers - from marketing mix elements to cultural norms and values. altIgCommunicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners - whether on the client side or within the advertising agency.For example, GMC, a division of General Motors (GM), markets its line of Denali vehicles to the general population but also targets African Americans and Hispanics. ... Figure 2.2 presents the print ad introducing the 2007 Yukon Denali to the African American consumer. ... to another, whether most consumers use the product or service for the same purpose, and whether the method of preparation isanbsp;...

Title:Communicating with the Multicultural Consumer
Author:Barbara Mueller
Publisher:Peter Lang Pub Incorporated - 2008


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