Diversity in Advertising: Broadening the Scope of Research Directions

By Jerome D. Williams; Wei-Na Lee et al. | Go to book overview

CHAPTER TEN
Ethnic Influences on
Communication Patterns:
Word of Mouth and Traditional
and Nontraditional Media Usage
Wei-Na Lee
The University of Texas at Austin
Carrie La Ferle
Michigan State University
Marye Tharp
Emerson College

As the American population becomes more diverse, marketers seek to better understand the impact of consumer characteristics such as ethnicity on activities ranging from communication patterns to purchasing decisions. Communication appealstospecific ethnic groups and other“targeted” marketing efforts have vastly expanded the ir share of all U. S. marketing activities in the past decade(Jandt, 1995). According to Solomon (1996), “almost half of all Fortune 500 companies nowhaveanethnic marketing program” (p. 465). Advertising targeted to U. S. Hispanics in Spanish-language mediaalone, for example, exceeded $1 billion in 1996 (Goldsmith, 1996). Although U. S. Hispanics'buying powerisvalued at over $225 billion, the African American market is estimated to be worthin excess of $270 billion (Phillips, 1993). The Asian American market as a whole is small by comparison, but Asian American household incomes can average 23% morethan those of comparable Anglo Americans (O'Hare, Frey, & Fost, 1994). The New and exciting possibilities broughton by the integrated marketing communication perspective arealso helping marketers to direct the ir efforts synergistically. Buying

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