"Interactive Food & Beverage Marketing" (PDF)
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<strong>Interactive</strong> <strong>Food</strong> & <strong>Beverage</strong> Marketing | Appendix: Multicultural Marketing in the Digital Age<br />
current state of the “African-American Market for Cable and Broadband Services,<br />
Programming and Technology” explains, “In 2000 the black/African American<br />
population of the US was 34.7 million. This population is projected to increase by<br />
10 million by 2010 and to double by the year 2050, fueled both by natural growth<br />
and by increased immigration from Caribbean and African countries. The<br />
black/African American market is largely urban, with 81% living in urbanized<br />
areas in the US and almost 60% living in urban cities. African Americans in urban<br />
areas have consistently been some of the cable industry’s best customers, spending<br />
more per month for cable, local and long distance services, and subscribing to<br />
premium channels at higher rates than any other ethnic or racial group. The<br />
African-American ‘community’ is not monolithic—it is culturally and economically<br />
diverse. In this highly competitive multichannel and increasingly digital environment,<br />
understanding the African-American market in all its complexity and potential<br />
will be essential for successful programming, marketing, acquisition and<br />
retention of these valuable customers.” Horowitz Associates, “Focus: African<br />
America II Prospectus,” 2007, http://www.horowitzassociates.com/faapro.pdf. A<br />
similar research project covers Hispanics/Latinos. “Focus: Latino VII Prospectus,”<br />
http://www.horowitzassociates.com/flpro.pdf (all viewed 6 Apr. 2007).<br />
13 Quoted in Matt Duffy, “Multicultural Marketing: Follow the Money,” Daily Vista,<br />
2006, http://www.dailyvista.com/whitepapers/Multicultural-DailyVistaWP.pdf<br />
(viewed 14 Mar. 2007).<br />
14 “Burger King Corporation Adds Flavor with Music and Fashion Icon Sean ‘Diddy’<br />
Combs,” press release, 9 Oct. 2006,<br />
http://www.hiphoppress.com/2006/10/burger_king_cor.html (viewed 22 Mar.<br />
2007).<br />
15 Masterfoods USA, “Snickers Reaches Out—and Online—to Teen Influencers with<br />
June 5th Debut at InstantDef.com,” press release, 30 May 2006,<br />
http://www.masterfoodsnews.com/docs/snickersinstantdef0506.pdf (viewed 15<br />
Mar. 2007).<br />
16 “Snickers Reaches Out—and Online—to Teen Influencers.”<br />
17 Diddy TV, http://www.youtube.com/profile?user=BadBoyRecords (viewed 22<br />
Mar. 2007).<br />
18 Kenneth Hein, “Going Gets Tough, Sprite Gets Weird,” Brandweek, 1 May<br />
2006,<br />
http://www.brandweek.com/bw/news/recent_display.jsp?vnu_content_id=10024<br />
25459 (viewed 15 Mar. 2007).<br />
19 Microsoft, “MSN Teams With Sprite to Create First-of-Its-Kind Online Music<br />
Marketing Platform for Teens,” press release, 23 Mar. 2005,<br />
http://www.microsoft.com/presspass/press/2005/mar05/03-23spritePR.mspx<br />
(viewed 26 Mar. 2007).<br />
20 “Lebron 2323,” http://www.lebron23-23.com/default.jsp (viewed 15 Mar.<br />
2007).<br />
21 Hein, “Going Gets Tough, Sprite Gets Weird.”<br />
22 Kate MacArthur, “Sprite Steps Away From Hip-Hop, Refocuses on ‘Lymon’<br />
Roots,” Advertising Age, 18 May 2006,<br />
http://adage.com/article?article_id=109277 (viewed 19 Mar. 2007).<br />
23 Hein, “Going Gets Tough, Sprite Gets Weird.”<br />
24 Jonathan Bing, “Subliminal Ads with a Twist of Lymon,” Variety.com, 12 June<br />
2006,<br />
http://www.variety.com/article/VR1117945110.html?categoryid=1979&cs=1<br />
(viewed 15 Mar. 2007).<br />
25 “Multicultural Network: The Power to Engage Diverse Youth Cultures,” Alloy<br />
Media + Marketing, http://www.alloymarketing.com/media/multicultural_<br />
network/index.html (viewed 14 Mar. 2007).<br />
26 “Multicultural Media Vehicles and Services,” American Multicultural Marketing,<br />
http://www.americanmulticultural.com/media_vehicles/index.html; “Teen<br />
Market,” Alloy Media + Marketing, http://www.alloymarketing.com/media/<br />
multicultural_network/teen.html (viewed 14 Mar. 2007).<br />
27 AMM also boasts that its “significant ethnic youth and young adult reach<br />
includes 10.9 million postal address and 3.3 million e-mail addresses.”<br />
“Multicultural Youth Marketing,” American Multicultural Marketing,<br />
http://www.americanmulticultural.com/multicultural_youth_marketing/index.html<br />
(viewed 26 Mar. 2007).<br />
28 “About Us,” DCD Marketing, http://www.dcdad.com/about.html (viewed 26<br />
Mar. 2007).<br />
29 Quoted in Duffy, “Multicultural Marketing: Follow the Money.”<br />
30 Carla K. Johnson, “Caffeine-Stoked Energy Drinks Worry Docs,”<br />
Washingtonpost.com, 29 Oct. 2006, http://www.washingtonpost.com/wp-dyn/<br />
content/article/2006/10/29/AR2006102900290.html (viewed 16 Mar. 2007).<br />
“Nutritionists,” Johnson notes, “warn that the drinks, laden with caffeine and<br />
sugar, can hook kids on an unhealthy jolt-and-crash cycle. The caffeine comes<br />
from multiple sources, making it hard to tell how much the drinks contain. Some<br />
have B vitamins, which when taken in megadoses can cause rapid heartbeat, and<br />
numbness and tingling in the hands and feet. But the biggest worry is how some<br />
teens use the drinks. Some report downing several cans in a row to get a buzz,<br />
and a new study found a surprising number of poison-center calls from young<br />
people getting sick from too much caffeine.”<br />
31 Burt Helm, “Energy Drinks Build Their Buzz,” Business Week, 5 Jan. 2005,<br />
http://www.businessweek.com/smallbiz/content/jan2005/sb2005015_8196_sb<br />
017.htm (viewed 16 Mar. 2007).<br />
32 See also, “Lil Jon Crunks Up the Volume,” Business Week, 5 Jan. 2005,<br />
http://www.businessweek.com/smallbiz/content/jan2005/sb2005015_5637.<br />
htm (viewed 26 Mar. 2007).<br />
33 Hunid Racks, http://www.100racks.com/ (viewed 26 Mar. 2007). The company’s<br />
MySpace page can be found at http://www.myspace.com/100racks (viewed<br />
26 Mar. 2007).<br />
34 Felipe Korzenny, et al, “The Multicultural Marketing Equation,” 6.<br />
35 Mark Lopez, “Reaching Hispanics Online, Part II: AOL Latino Publisher Mark<br />
Lopez Takes an Inside Peek at the Exploding Marketplace,” Adotas, 6 Oct. 2006,<br />
http://www.adotas.com/2006/10/reaching-hispanics-online-part-ii-aol-latinopublisher-mark-lopez-takes-an-inside-peek-at-the-exploding-marketplace/<br />
(viewed<br />
12 Mar. 2007).<br />
36 Emily Burg, “McDonald’s Targets Hispanics With Filet-O-Fish Promo,” MediaPost<br />
Marketing Daily, 1 Mar. 2007, http://publications.mediapost.com/index.cfm?<br />
fuseaction=Articles.showArticle&art_aid=56338 (viewed 13 Mar. 2007).<br />
37 Matthew G. Nelson, “Yahoo Study Shows Hispanics Online Are Savvy<br />
Multitaskers,” ClickZ Network, 28 Mar. 2007,<br />
http://www.clickz.com/showPage.html?page=3625375 (viewed 5 Apr. 2007).<br />
38 Quoted in Nelson, “Yahoo Study Shows Hispanics Online Are Savvy<br />
Multitaskers.”<br />
95