Ms. Huang, of Chinese heritage, was born and raised in Japan where she was educated in English at an international school. She came to the U.S. when she was 25 and began her career in marketing with American Standard. Since 1990 she has been running Intertrend, a shop specializing in advertising targeting Asian-Americans. Clients include Northwest Airlines, J.C. Penney Co., State Farm Insurance Cos. and Western Union.
Opinion: Ms. Huang thinks package goods and automotive marketers are holding back from advertising due to the nebulous measurement of media reaching Chinese, Japanese, Korean and other Asian segments.
What works: Events and promotions are important to an integrated marketing effort when traditional media options are limited.
Prediction: After Census 2000, the Asian segment is going to attract more advertisers.
"When [the 1990] census came out, suddenly we became a very visible segment