Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers - from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners - whether on the client side or within the advertising agency. Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers ¿ from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners ¿ whether on the client side or within the advertising agency. List of Figures xiii List of Tables xiv Preface xix The Growth of Multicultural Markets 1(22) Melting Pot or Mosaic? 1(1) Race and Ethnicity in the U.S. Marketplace 2(5) Identities and Labels 6(1) Hispanic or Latino? 6(1) African American or Black? 6(1) Asian American or Asian Pacific American? 7(1) Population Growth: Birthrate and Immigration 7(3) Age Distribution 10(1) Ethnic Population Distribution 10(3) Educational Attainment 13(1) Income and Ethnic Buying Power 14(2) Corporate America Responds 16(2) Products and Services 16(1) Media 17(1) Advertising Agencies 17(1) Projections for the Future 18(2) Summary 20(3) The Multicultural Consumer and the Marketing Mix 23(32) Tailoring the Marketing Mix 24(1) Product 24(7) Product Standardization, Adaptation, and Customization 26(3) Packaging and Labeling Decisions 29(2) Place 31(1) Price 32(2) Pricing Objectives and Strategies 33(1) Promotion 34(15) Advertising 34(1) Sales Promotion 35(2) Public Relations 37(3) Personal Selling 40(1) Direct Marketing 41(2) Sponsorships 43(2) Product Integration 45(3) Word-of-Mouth Advertising and Buzz Marketing 48(1) Integrated Marketing Communications 49(3) Summary 52(3) The Influence of Culture on Marketing and Advertising to Multicultural Consumers 55(52) Concept of Culture 56(5) Cocultures 57(1) Self-Reference Criterion and Ethnocentrism 57(1) Assimilation and Acculturation 58(3) Culture and Communication 61(14) Verbal Communication 62(1) Language and Context 62(1) Language and Hispanic Americans 63(2) Language and Asian Americans 65(1) Language and African Americans 66(1) Translations 67(2) Nonverbal Communication 69(1) Space Usage 69(1) Time Symbolism 70(2) Eye Contact 72(1) Colors and Other Signs and Symbols 73(2) Expressions of Culture 75(15) Values 77(1) Classifying and Assessing Values 77(2) Religion, Morals, and Ethical Standards 79(3) Family 82(6) Hofstede's Dimensions of Culture 88(1) Individualism versus Collectivism 88(2) Influence of Culture on Consumer Behavior 90(10) Why Consumers Buy 90(2) Shopping Behavior 92(1) What Consumers Buy 93(3) Where Consumers Buy 96(2) Who Makes Purchase Decisions 98(2) The Role of Money 100(1) Summary 100(7) Reaching Hispanic Consumers 107(50) Who They Are: Understanding Hispanic Identity 107(4) Mexicans 108(1) Puerto Ricans 108(1) Cubans 109(1) Dominicans 109(1) Central Americans 110(1) South Americans 110(1) Where to Reach Them 111(1) Unifying Factors: Language, Religion, and Family 111(8) Language 111(3) Religion 114(2) Family 116(3) Hispanic Income and Buying Power 119(3) Shopping Behavior 122(3) Who's Talking to Hispanics? 125(2) Creating Advertising That Persuades Hispanic Consumers 127(1) How to Reach Them: Media 128(25) Television 130(10) Radio 140(4) Print Media 144(1) Newspapers 145(3) Magazines 148(1) Internet 149(4) Summary 153(4) Reaching African American Consumers 157(50) Who They Are: Understanding African American Identity 157(1) Where to Reach Them 158(1) Unifying Factors: The Black Experience, Religion and the Black Church, and Family and Community 159(9) The Black Experience 159(2) Religion and the Black Church 161(2) Family and Community 163(5) African American Income and Buying Power 168(7) African American Shopping Behavior 175(6) Who's Talking to African Americans? 181(1) How to Create Ads That Persuade 182(6) How to Reach Them: Media 188(15) Television 189(6) Radio 195(1) Newspapers 196(2) Magazines 198(3) Computers and the Internet 201(2) Summary 203(4) Reaching Asian American Consumers 207(44) Who They Are: Understanding Asian American Identity 207(2) Where to Reach Them 209(3) Unifying Factors: Group Orientation and the Family, Education, and Saving Money 212(8) Group Orientation and the Family 212(6) Education 218(1) Saving Money 219(1) Asian American Income and Buying Power 220(4) Asian American Shopping Behavior 224(5) Who's Talking to Asian Americans? 229(2) How to Create Ads That Persuade 231(3) How to Reach Them: Media 234(12) Broadcast Media 235(1) Chinese Americans 235(1) Filipino Americans 235(1) Indian Americans 235(1) Korean Americans 236(1) Vietnamese Americans 236(1) Japanese Americans 237(2) Print Media 239(1) Chinese Americans 239(1) Filipino Americans 239(2) Indian Americans 241(1) Korean Americans 241(1) Vietnamese Americans 241(1) Japanese Americans 241(3) The Internet 244(2) Summary 246(5) Advertising Agencies and Multicultural Consumers 251(24) General Market Advertising Agencies and Ethnic Professionals 252(6) Multicultural and Specialty Advertising Agencies 258(9) Profile of a Hispanic Advertising Agency 267(2) Profile of an African American Advertising Agency 269(2) Profile of an Asian American Advertising Agency 271(2) Summary 273(2) Ethics and Social Responsibility: Selling to the Multicultural Consumer 275(38) Introduction 275(1) Business Ethics 276(2) Applying Ethics to the Marketing Mix 278(22) The Product 280(1) Marketing Tobacco to Ethnic Consumers 280(6) Marketing Alcoholic Beverages to Ethnic Consumers 286(4) The Price 290(2) Distribution 292(1) Promotion 293(7) Beyond Ethics: Corporate Social Responsibility 300(6) A Firm's Responsibility to All Its Employees 302(2) A Firm's Responsibility to Society 304(2) Summary 306(7) Epilogue 313(2) Index 315