Ethnic challenge

Posted on October 26, 2007 by nicknoorani

When targeting an ethnic group, understand its culture and deliver on your ads’ promises
Hollie Shaw, Financial Post Published: Friday, October 26, 2007
Big business often falls short in marketing to Canadian immigrants, who represent an ever-widening piece of the demographic pie in large cities across the country.
It’s not that advertising in this country is whitewashed: Consumers routinely see visible minorities in television and print ads. But Old El Paso commercials featuring sombrero-clad people at a fiesta are aimed at selling Mexican-style food to the assimilated masses, not to immigrants from Mexico.

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