Advertising Ethnicity
Attracting, Reaching, and Connecting with Ethnic Minority Consumers
(Sprache: Englisch)
The ethnic mosaic of the United States population contributedto the evolution of promotional efforts from mass marketing to masschoice. Target populations must be definedby both mutual economicinterest and cultural compatibility. It is the notion of...
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The ethnic mosaic of the United States population contributedto the evolution of promotional efforts from mass marketing to masschoice. Target populations must be definedby both mutual economicinterest and cultural compatibility. It is the notion of culturalcompatibility that is the essence of this book. This researchinvestigates the meaning of advertising through the eyes ofHispanics. For the first time, data were collected about how oneethnic minority group (Hispanics) evaluates stimulus (printadvertisement) featuring other ethnic group (African-American)members as cues to communication. Finding show that the ethniccompatibility of the stimulus influences the resulting attitudestoward the advertisement and the overall advertisement, bring intoquestion the value of multicultural advertising strategy.
Autoren-Porträt von Cynthia Cano
Dr. Cynthia Rodriguez Cano is an Assistant Professor of Marketing at Georgia College and State University. Dr. Cano received her PhD in Marketing from the University of South, Tampa, FL, USA. Her publications include the International Journal of Research in Marketing and Journal of Personal Selling & Sales Management, and
Bibliographische Angaben
- Autor: Cynthia Cano
- 2008, 212 Seiten, Maße: 15 x 22 cm, Kartoniert (TB), Englisch
- Verlag: VDM Verlag Dr. Müller
- ISBN-10: 3639002962
- ISBN-13: 9783639002966
Sprache:
Englisch
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