College Papers

As the United States grows more culturally diverse

As the United States grows more culturally diverse, marketers are refocusing the way they advertise products to their consumers. This is called ethnic marketing; ethnic marketing is on the rise among many large corporations throughout the country. Ethnic marketing can help businesses connect with their consumers on a deeper, more emotional level. Subsequently resulting in the target audience creating a closer bond with the brand.
The Hispanic population in the United states is rapidly increasing, doubling within the past ten years, yet the community remains underrepresented in the media. McDonalds however is a brand that correctly markets to different ethnic groups. McDonalds still creates ads specially tailored to minority groups, as it has for over 30 years. An example of this would be how McDonalds latest smoothies, reflect taste preferences in minority communities. Another example of how McDonald displays ethnic marketing would be when the company started heavily advertising coffee drinks last year, the ads emphasized the aspects of sweeter drinks like mochas, these were products that tended to resonate with blacks.

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