Association of National Advertisers

The Building Blocks of Multicultural Marketing
July 1, 2005

By Thomas MacDonald Your foundation should begin with research If your job description involves direct marketing, odds are this year's marketing plans include reaching one or more multicultural audiences. And if not, it's likely that you'll be faced with the task very soon. The question is—are you prepared? Many of those charged with the task of multicultural marketing lack the skills, and the appropriate resources, to effectively reach diverse markets. But with the multicultural population presently reaching nearly 100 million in the United States, multicultural marketing isn't just a buzz term anymore. In fact, marketing products and services in culturally relevant ways may