LO+6

LO 6 - Explain the importance to marketing managers of multiculturalism and growing ethnic markets. Alyssa Coleman and Christine Witmer ** Multiculturalism: when all major groups are in one area, such as a city or county, and are roughly equally present.**

[|Growing Ethnic Markets] ** Multicultural marketing are companies who target, or help others target, the Hispanic, Asian Americans , and African Americans. One of the largest and most popular multicultural marketing companies is American Multicultural Marketing (AMA). Multicultural marketing helps to define companies goals and provides them with programs and services to reach these goals. **

[|Hispanic Market]
 * The Hispanic market in the United States is worth 4 billion dollars and is slowly gaining more profit.The top three ad catagories that they spend money on is automotive, retail, and telecommunications. For the past five years their spending growth rate had been much larger than America. The top three advertisers in the Hispanic media is Lexicon Marketing, Proctor and Gamble, and AT&T. The top prime time network T.V. programs for Hispanics in the English language are American Idol, Dancing with the stars, and Greys Anatomy. Hispanics spend more than 13 hours a week surfing the internet. There are about 45.5 million in the United States which makes it important for marketing managers to consider them when deciding how to advertise their company. **



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 * African American Market There are more African Americans online than there are Hispanics. While a few companies have made notable investments, much of the advertising on African American destinations is decidedly low budget. At this point in the evolution of the African-American online market, there are certainly enough users to establish strong reach. Marketing to this group deserves as much attention and effort as other populations. The good news is, African Americans like advertising. They are far more likely to notice and feel positively about a range of marketing.


 * Asian American Market **





[|Multicultural Marketing and Advertising Services]