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Marketing in ethnically diverse markets.

Ward-Ferris, Candice B.

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Marketing in ethnically diverse markets.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Marketing in ethnically diverse markets./
作者:	Ward-Ferris, Candice B.
面頁冊數:	95 p.
附註:	Source: Masters Abstracts International, Volume: 54-05.
Contained By:	Masters Abstracts International54-05(E).
標題:	Mass communication. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=1591308
ISBN:	9781321825473

Marketing in ethnically diverse markets.
Ward-Ferris, Candice B.

Marketing in ethnically diverse markets. - 95 p.

Source: Masters Abstracts International, Volume: 54-05.

Thesis (M.A.)--Gonzaga University, 2015.

This item must not be sold to any third party vendors.

As illustrated by the 2010 U.S. Census data, the demographics of the United States have changed. If companies concentrate their marketing solely on the majority demographic, they could lose an opportunity to capitalize on the spending power of other non-majority consumers or create brand identification with other cultural or ethnic groups. As companies appeal to various demographics, they also have an obligation to avoid harm and produce a benefit -- what William David Ross refers to as one's prima facie duty (Ross, 2002). Appealing to various co-cultures or ethnic groups has been a focus for both advertisers and researchers for decades. Two marketing techniques that have been successful at reaching non-majority audiences are targeted and multicultural marketing, the rationale for which is conceptualized within two communication theories: communication accommodation theory and distinctiveness theory (Grier & Deshpande, 2001; Brumbaugh, 2009; Johnson & Grier, 2011; Holland & Gentry, 1999). This study conducts a content analysis of three newspapers' advertisements containing people in the Washington, D.C. metro region to test if targeted, multicultural, or other approaches are being utilized in one specific, diverse market. A codebook was used to guide the interpretive approach to coding, and the results provide a current assessment of how companies are appealing to an ethnically diverse audience, as well as identify patterns or themes across and within publications.

ISBN: 9781321825473Subjects--Topical Terms:

2144804
Mass communication.

Marketing in ethnically diverse markets.
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