Can a total market ad strategy appeal to multiple ethnic groups?

Kartik Pashupati, Andy Ellis and David Morse

Journal of Cultural Marketing Strategy, 2016, vol. 2, issue 1, 70-83

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 (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2016
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