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National Advertisers Seek Multicultural Help In Improving Marketing

October 10, 2016: 12:00 AM EST
The trade group that represents companies that spend a total of $300 billion a year on national brand advertising announced an alliance of senior “thought leaders” from the African American, Hispanic, Asian, and LGBT communities to develop a blueprint for multicultural marketing in the U.S. The Association of National Advertisers says the new Alliance for Inclusive & Multicultural Marketing (AIMM) would facilitate brand marketing to diverse racial and cultural groups. Among the specific goals of the AIMM: share multicultural marketing examples; drive ROI, primarily through marketing effectiveness; disseminate best practices of multicultural and diverse demographic segments; and through a robust communications program; and create unique marketplace experiences providing insights into the multicultural arena.
"ANA Forms New Multicultural Marketing Alliance", News release, Association of National Advertisers, October 10, 2016, © Association of National Advertisers
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