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Can a total market ad strategy appeal to multiple ethnic groups?
Journal of Cultural Marketing Strategy,
2
(1),
70-83
(2016)
Abstract
A Total Market approach refers to a strategy wherein marketers rely on a single marketing programme to reach all consumers, across general (or mainstream) and ethnic markets. Some advertisers believe that ethnic consumers can be targeted using a Total Market approach, while others argue that different targeting strategies are required in order to appeal to specific ethnic groups. A field experiment was conducted among 825 caucasian, Hispanic and African American adults in the USA. Participants were shown ads with either caucasian or ethnic models in order to examine the impact of model ethnicity on ad and brand attitudes among majority and minority ethnic consumers. The results Can a total market ad strategy appeal to multiple ethnic groups? © Henry Stewart Publications 2056-8002 (2016) Vol. 2, 1 70–83 Journal of Cultural Marketing Strategy 71 suggest that advertisers can use multi-ethnic executions to appeal to a broader ethnic audience without alienating the majority (ie caucasian/white) audiences.
Keywords: advertising; multicultural marketing; ethnic marketing; total market approach; Hispanic; African American; experimental design; survey research
The full article is available to subscribers to the journal.
Author's Biography
Kartik Pashupati is a consumer insights and market research consultant. He earned a PhD in Mass Media from Michigan State University. Besides spending 18 years as a full-time academic, he has worked in multinational advertising agencies, and served as a research director at Research Now, one of the world’s largest panel companies. He is the author of more than 50 peer-reviewed papers, and is a presenter at both academic and industry conferences. A paper co-authored by him was awarded the ESOMAR Excellence Award for the best overall research paper in 2013–2014.
Andy Ellis is a PhD Candidate in the School of Communication at Florida State University. Prior to his doctoral programme, Andy served as a vice president for one of the most recognised public relations firms in the country. When not in the classroom, Andy still enjoys a successful career as a communications consultant, providing clients with strategic counsel across a wide range of issues. Andy earned a BS in Speech Communication at Louisiana Tech University and an MS in Marketing and Management Communication at Florida State University.
David Morse is President and CEO of New American Dimensions, LLC, and author of the book Multicultural Intelligence: Eight Make-Or-Break Rules for Marketing to Race, Ethnicity and Sexual Orientation. He is a frequent speaker on US multicultural markets, and is known for having worked with some of the most successful companies in America in developing innovative and profitable ethnic marketing strategies. A historian, David is also author of the book Kissinger and the Yom Kippur War. David holds a Master of International Management degree from Thunderbird, The American Graduate School of Global Management, where he specialised in Consumer Marketing, with a focus on Latin America. He also has a BA degree from the University of New Hampshire, where he studied Psychology and Japanese Studies, and an MA from California State University, Los Angeles, in History. David speaks Japanese and is fluent in Spanish.
