What is ethnic marketing?
Ethnic marketing is a process of designing product campaigns and advertising to address certain racial, ethnically or culturally related consumer groups. It is a type of market segmentation that attempts to target specific groups with more focused and appropriately presented reports. This type of marketing can be used for positive or negative business purposes.
Marketing represents products to consumers and tries to persuade them to make a purchase. It is a function of an integrated strategy that includes things such as packaging and advertising to create the image of the product and support consumers' behavior based on this image. Businesses have the opportunity to handle all potential customers and adapt the product image to what attracts the majority or break the overall segments market and propose different messages for each individual segment.
business can segment the market based on various characteristics. For example, segmentcemes to be based on a geographical position, a poseknows or age. One of the most effective, but sometimes controversial segmentations is ethnicity. Ethnic marketing is trying to adapt advertising and other marketing strategies to interests and taste of an ethnic group that is perceived as unused shopping potential. For example, in the US, popular ethnic segments include African -Americans, Hispanics and Asian Americans.
The way in which ethnic marketing attempts to earn money on the unused shopping potential of an ethnic group is using a special tactics that is designed to attract the attention of this segment. The ethnic marketing campaign, which is focused on Hispanics, can use Spanish instead of English for a text and sound copy. Likewise, such an advertising campaign could use Hispanic models instead of the Caucasian models used in the primary campaign focused on other consumers. Thzmens eSe are designed to make malt maltLy advertising report on specific needs and interests of the target group. The theory is intended to enable consumers to see themselves in advertising or someone they can relate to, rather than a stranger who nothing to do with their life experience.
This type of marketing, which emphasizes the perceived characteristics of a minority group, can be used for positive or negative business purposes. In general, doing things such as translation of advertising into other languages and adding diversity to presented advertising images is a positive marketing tactic that shows respect to the target group. However, some businesses use stereotypes and promote negative images and behavior. For example, some companies strongly focus ethnic groups for alcohol and cigarette advertising and maintain a negative stereotype that minority groups spend more money on these types of unhealthy products than for more positive products. Other companies take general stereotypes and translate them into marketing material that can be perceivedas offensive when applied in general.