Mass-market agencies seem to have long learning curves.

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    • Subject Terms:
      UNITED States
    • Abstract:
      An editorial is presented regarding the failure of mass market advertising agencies with respect to multicultural marketing. Multicultural markets are estimated to be worth more than $1.5 trillion per year, but marketers have failed to touch the ethnic groups they are trying to reach. Marketers and agencies need to position brands to capture these consumers, including Asian Americans, African Americans and Latinos. INSET: RECENT POSTS TO THE BIG TENT.