ABSTRACT
One area of change that I see is that marketers [practitioners] have now gotten much more interested in ethnic markets and they are dealing with the problem that we have actually been writing about for years which is:
Should we be marketing in the same way to the majority population as to the minority population?
Do we have to have different actors in commercials?
Do we have to have different nuances of language?
Can we have a combination of Spanish and English in the same ad, or will that produce backlash from the white population?
