Seventy-nine percent of respondents say they use direct mail to reach this group; 67% use print advertising; and 38% use radio.
Catalogs are used by 33%.
The results were based on responses from about 50 DMA members including direct marketers from financial services/insurance; manufacturers, wholesalers and distributors of consumer products; and publications.
About 45% of respondents said their company targets ethnic groups in direct marketing efforts. Among that group, 88% target African-Americans, 58% target Hispanics and 25% target Asians.
About 67% who market to African-Americans said they expect such targeted programs to increase this year over last.