Chapter 7

Chapter 7



Chapter 7

In overview, the main idea introduced by the author involves the form of advertising mechanisms that are utilized in order to communicate with ethnic consumers. Over the years, interactions with ethnic consumers in terms of product placement and purchase have been convoluted. In addition, the conventional advertising agencies in place have been incapable of catering to the needs of consumers, especially in the contemporary setting whereby considerable variations exist among specific customer groups. In this respect, the key concept revolves around establishing a viable means of communication with ethnic consumers via modified advertising agencies. Hence, the author presents the different groups of advertising groups that can be applied in order to help marketers in facilitating communication with ethnic clients. These comprise the general market agencies, multicultural agencies, and specialty agencies.

Based on the three advertising agencies, each unit assumes an imperative role in guiding the marketer towards an understanding and gratification of the needs of the ethnic consumer. Foremost, general market agencies comprise commonly massive agencies that function specifically on nationwide campaigns. Such agencies tend to carry out a holistic observation of the targeted clientele market. Additionally, some of these agencies have recruited ethnic experts in order to offer insight into African American, Hispanic, and Asian American consumer groups (Mueller, 2008). Multicultural agencies generally narrow their focus but develop advertisements for more than a single targeted audience. Lastly, specialty market agencies devote their resources towards a single consumer group. Normally, the proprietors of the said entities comprise affiliates of the targeted clientele group and possess considerable knowledge of contemporary promotional venues as well as media channels (Mueller, 2008).

The focus on the multicultural consumer is a needed strategic measure in today’s market. With forces such as globalization bringing different cultures towards each other, the idea based on establishing different agencies for ethnic consumers is an imperative tactic for most organizations. Additionally, the concentration on the multicultural consumer raises concerns based on diversity and the measures applied in order to facilitate the inclusion of all ethnicities in advertising agencies. Issues such as minority hiring have particularly graced such agencies in a bad light further warranting the involvement of commissions bent on advocating for the protection of minorities against discrimination, specifically in hiring and recruitment practices (Mueller, 2008). Despite such advancements, diversity continues to be a significant concern. Nonetheless, different agencies have dedicated themselves towards the development and implementation of minority support schemes.

The idea of ethnic advertising may be particularly unsettling on a personal note. With modern organizations dedicated towards the implementation of diversity via diversity boards and modified hiring and recruitment practices, the establishment of advertising agencies that focus primarily on certain ethnic groups solely limits the measures applied in ensuring equality among minorities as well as all races within the general consumer market. With specialty agencies, ethnic advertising has become a common undertaking in the marketing forte. However, with such agencies on the rise and ethnic advertising advancing into a more prominent feature of targeting consumers, organizations have set aside such entities as imperative in their strategic plans (Mueller, 2008). Hence, some of them have acquired these agencies in order to target certain ethnic consumers on an indirect basis.

To this end, the explosion of ethnic advertising under the facilitation of ethnic-based agencies illustrates the dynamic nature of the marketing environment. However, such practices bring concerns related specifically to the advancement of diversity. Even though ethnic advertising may be seen as a way of facilitating diversity within the consumer market, one can assume the reverse true. With agencies focusing specifically on certain ethnic groups, the idea of facilitating diversity at this point may seem stagnant due to the separating functions of the respective advertising agencies.


Mueller, B. (2008). Communicating with the multicultural consumer: Theoretical and practical perspectives. New York, NY: Peter Lang.

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