• Association of National Advertisers Blog, Tuesday, November 15, 2005 2:15 PM

Multicultural marketing should not be considered a stand-alone discipline that is given second-class status by marketing executives. Instead, it should be a key component of a marketing strategy and fully integrated into a company's general marketing efforts. Those are some of the thoughts on multicultural marketing expressed by Association of National Advertisers' President-CEO Bob Liodice in his blog on the ANA's website. Liodice also says companies should commit resources and hire a diverse set of professionals with a balance of skills sets to drive their multicultural marketing programs. "Multicultural marketing is more than just 'targeting'--it is about making and reinforcing an emotional connection between brands and consumers that lasts a lifetime," Liodice writes. "As media becomes more fragmented, it has become increasingly difficult to create brand loyalty--particularly among key multicultural constituencies. The essence of a good multicultural program is one that creates an emotional bond and reinforces that bond with consistent, long term messaging and programming." His posting comes on the heels of the association's recent Multicultural Marketing Conference.

Read the whole story at Association of National Advertisers Blog »