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Understanding the Invisibility of the Asian-American Television Audience

Why Marketers Often Overlook an Audience of “Model” Consumers

Amy Jo Coffey
DOI: 10.2501/JAR-53-1-101-118 Published 1 March 2013
Amy Jo Coffey
University of Florida, acoffey@jou.ufl.edu
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ABSTRACT

Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group's greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how U.S. Asians' income, language, and other audience traits are valued by U.S. television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.

  • © Copyright 2013 The ARF. All rights reserved.

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Vol 53 Issue 1

Journal of Advertising Research: 53 (1)
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Understanding the Invisibility of the Asian-American Television Audience
Amy Jo Coffey
Journal of Advertising Research Mar 2013, 53 (1) 101-118; DOI: 10.2501/JAR-53-1-101-118

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Understanding the Invisibility of the Asian-American Television Audience
Amy Jo Coffey
Journal of Advertising Research Mar 2013, 53 (1) 101-118; DOI: 10.2501/JAR-53-1-101-118
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