Word: mcdonald
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Dates: during 1990-1999
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Director: Sheldon Czapnik Editorial Services: Christiana Walford (Director); Hanns Kohl (Photo Lab); Lany Walden McDonald (Library), Beth Bencini Zarcone (Picture Collection...
Director: Sheldon Czapnik Editorial Services: Christiana Walford (Director); Hanns Kohl (Photo Lab); Lany Walden McDonald (Library), Beth Bencini Zarcone (Picture Collection...
Ethnic marketing has been around for a while. Companies like Coca-Cola and McDonald's have advertised to Hispanics in Spanish since the 1960s. But the value of ethnic targeting was not fully appreciated until the 1970s, when corporations discovered that African Americans were spending upwards of $250 million a year on consumer goods. Big marketers like Philip Morris and Quaker Oats learned how to penetrate this market, gradually winning praise and customers with ads depicting blacks in positive and nonstereotypical roles. Says Ken Smikle, publisher of Target Market News, a newsletter that specializes in African-American marketing: "Corporate America...
Both to cash in and to avoid mistakes, more and more companies are recruiting ad agencies that specialize in ethnic marketing. San Francisco's Time Advertising, which is owned by Chinese Americans, did spots for AT&T. Chicago-based Burrell Communications, a black shop, handles McDonald's and Coca-Cola, among other accounts. Many of the big Madison Avenue firms have either acquired or started up ethnic-oriented divisions. Young & Rubicam owns the Bravo Group, a Hispanic-market specialist. Foote Cone & Belding, Leo Burnett and Grey Advertising also have in-house Hispanic departments...
Director: Sheldon Czapnik Editorial Services: Christiana Walford (Director); Hanns Kohl (Photo Lab); Lany Walden McDonald (Library), Beth Bencini Zarcone (Picture Collection...