In recent months, a number of large companies have introduced multicultural campaigns: Coca-Cola's Spanish-language version of its “Open Happiness;” Colgate hosted a Hispanic-focused Oral Health Month; and State Farm promoted the Billboard Latin Music Awards. Beyond Hispanics, companies are spending significant money to reach blacks, Asian Americans, and other diverse groups.
Although multicultural budgets are known for being smaller than mass market ones, organizations are smartly recognizing that these audiences can provide important revenue streams, which is particularly worthwhile in a ...