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Print: Favored Media for Reaching Multicultural Audiences
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November 13, 2008 – A new survey of members of the ANA (Association of National Advertisers) indicates that multicultural marketing continues to grow as a strategic platform for driving brand and business performance.
As in the 2003 survey, print continues to be the most favored media vehicle for reaching multicultural audiences, followed closely by TV. Online advertising placed lowest.
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Media Used by Marketers to
Reach Multicultural Audiences
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| Print |
65%
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| TV |
61%
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| Sponsorships |
54%
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| Public Relations |
54%
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| Targeted Radio |
53%
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| In-Store Marketing |
51%
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| Events |
51%
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| Online Advertising |
49%
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To view the study's additional findings see eMarkter's Multicultural Marketing Hot, Success Not and the ANA press release Multicultural Marketing Programs Continue To Grow But Marketers Cite Frustration
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About the survey: Conducted by the ANA in partnership with marketing services firm ‘mktg,’. The 2008 multicultural marketing survey is the third edition of the study, following earlier versions in 2002 and 2003. Seventy-four marketers from member companies responded to the August 2008 survey.
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