Whats the most important thing media buyers and planners can take from it?
I think there’s no doubt that multicultural marketing (MCM) is just marketing. We like to say it’s not multicultural, it’s just marketing. Hopefully the info in the study will help agencies be more effective with MCM. And that was the overall intent. That’s why we have some question on what types of channels marketers are using. Reading through the lines of the study, you probably have to look at the channels by the segment you’re targeting. In the African-American community, for example, there’s a lot of experiential. For each type of target, there’s no one general tactic to use, which is a typical characteristic of marketing. What has spurred the growth in multicultural marketing initiatives? Nothing in particular, but we live in a multicultural environment, so it’s just good marketing. And the world is different than it was five years ago. You’ve got to go where the consumer is going. I’d be really concerned if there wasn’t a lot of growth. Despite that growth, many marketers say th
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