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Marketing To Ethnic Minorities Can Be A Tricky, But Profitable, Challenge

December 31, 2011: 10:55 PM EST
Some marketing experts believe that targeting ads at minority groups– who will be the majority of the American population within 30 years – is a waste of time unless the products are specifically for minorities. Instead ads for general consumer products should speak in “one voice” to the needs and desire that whites, African-Americans and Hispanics have in common. But other experts believe that ethic-focused advertising is still relevant today because ethnic origin is the real key to people’s identity. McDonald’s has had great success adjusting its menu offerings to appeal to Hispanics and African-Americans. Still, ethnic marketing can be tricky: neither Hispanics nor Asians, for example, are homogeneous markets.
"One message, or many?", The Economist, December 31, 2011, © The Economist Newspaper Limited
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