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 .)