ABSTRACT
This chapter explores a preconceived concept that undermines the full development of effective multicultural marketing plans: the idea of media spillover. This idea advocates that most multicultural consumers are already exposed to messages targeting White Caucasian consumers because most speak English and consume mainstream media.
However, this concept fails to recognize that reaching a multicultural consumer is one thing but genuinely connecting with them is something completely different that needs crafting authentic messages based on cultural insights.
