ABSTRACT
This chapter covers a suggested approach towards addressing the “right” approach when creating multicultural advertising. It was built by the author’s own experience working with his team at alma advertising and it is based on three phases: a business phase, when a marketer should compare the multicultural segments’ performance and key opportunities or gaps versus the White Caucasian consumer segment to confirm the business opportunities are the same. The second phase compares the consumer insights, attitudes, and behaviors associated with the product or service, and the final stage compares the relevance of the creative idea itself. Developing an effective communications strategy is based on following these three phases.
