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Multicultural Marketing

The Death of Black Ad Agencies: Total Market Strategy

Tavis Smiley | Posted 05.30.2014 | Business
Tavis Smiley

As America becomes more multicultural, many corporations have begun taking a total market approach when trying to reach consumers, rather than looking at distinct cultural attributes of multicultural segments. This, according to my guests, is leading to the decline of long-standing black agencies.

Multicultural Marketing: A Must for Multicultural Countries

N. Kimron Corion | Posted 07.02.2014 | Small Business
N. Kimron Corion

What may appeal to one person and induce them to buy your product may not appeal to another, based on their culture and beliefs -- even though the benefits of the product or service may very well be the same for everyone.

Chinese New Year: 'Flood' of Top Brands Now Marketing to Chinese Residents of North America

Saul Gitlin | Posted 04.02.2014 | Media
Saul Gitlin

At the beginning of each year, as the Lunar New Year approaches, Chinese media in North America experiences one of its most cluttered periods of advertising as local businesses within the Chinese community, and top national brands flock to acknowledge the holiday.

The Multicultural Marketing Divide: Who Is the Real Mainstream Consumer?

Cesar M. Melgoza | Posted 02.25.2014 | Business
Cesar M. Melgoza

In 2014, the question of 'who is the mainstream consumer' will be asked more frequently. This New Mainstream consumer is one who increasingly embraces its heritage and chooses to indulge in multiple media within a multicultural context.

Is Thanksgiving a Hispanic Opportunity? It Should Be.

Cesar M. Melgoza | Posted 01.23.2014 | Latino Voices
Cesar M. Melgoza

The concept of "being yourself" applies to a brand's perception that it cultivates over time. Marketers invest billions over time to protect their brands. So why do they change their image when it comes to marketing to Hispanics?

The Linsanity Effect: Jeremy Lin and the Coming-of-Age of the Asian American Consumer

Saul Gitlin | Posted 04.30.2012 | Business
Saul Gitlin

We can easily conclude that a brand's strongest, and perhaps fastest, domestic route to cash-in on Jeremy Lin's power as an icon lies with the consumers in the U.S. who identify the most with him: Asian Americans.

The Dora Generation: How Kids Helped Latinos Win the Census

Roberto Ramos | Posted 05.29.2011 | Business
Roberto Ramos

Kids under 18 have accounted for a significant portion of Hispanic growth, and a large chunk of them are 5 and under. I like to call them the "Dora Generation."