Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

ANA survey: Marketers will fuel multicultural ad boost

By Published on .

General-market advertisers may be cautious in the gloomy U.S. economy, but 54% of multicultural marketers expect to increase their efforts in 2003. Another 26% say they will spend the same amount, and just 6% anticipate cuts, according to a new survey by the Association of National Advertisers.

The survey, presented at the ANA's multicultural-marketing conference last week in San Francisco, found the 100 responding companies had average ad budgets of $226 million and spent an average of $4 million each on multicultural advertising.

Most respondents said they market to Hispanics and African-Americans, (70% and 59%, respectively), but only 27% target Asian-Americans and 4% American Indians.

Three-quarters of the marketers surveyed said they use multicultural agencies, mainly because of their specialization. Only 36% of those that use multicultural shops said those agencies deliver better creative work than their general-market agencies. For media buying, half the respondents said they use general-market media buying agencies.

Marketers said their biggest multicultural challenges were funding (39%), measurement of results (29%) and lack of top management commitment (12%).

The survey also looked at the topic of whether multicultural marketing will continue to target specific segments or evolve into mainstream advertising that appeals to both general-market and multicultural consumers. Just 30% of respondents see the future as mainstream advertising; 61% felt marketing will continue to be targeted to different ethnic groups. The remainder did not answer. (For ANA Multicultural award winners, see AdAge.com QwikFIND aao17t .)

Most Popular
In this article: