Ethnic Media Produce Loyal Customers How to reach the growing Latino, Asian-American and African-American markets.
By Kim T. Gordon
One of this country's most venerable and well-known slogans was recently presented in a whole new light -- when it was translated into Chinese. In its first effort to target Asian-Americans, Allstate Insurance Company featured its slogan, "You're in good hands," in a campaign which premiered in New York and included Cantonese and Mandarin television and radio commercials, as well as print and outdoor ads. Allstate is far from alone in its drive to plumb ethnic markets. Right now, advertisers large and small are realizing the benefits of marketing to ethnic and minority populations and are discovering the advantages of using ethnic media to reach diverse target audiences and niche markets.......[read more after logging in]
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