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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Diversity Performance as a Factor in Marketing Programs: A Comparative
Analysis across Ethnic Group Target Audiences
Author(s): Charles W. Richardson, Jr.
Citation: Charles W. Richardson, Jr., (2012) "Diversity Performance as a Factor in Marketing Programs: A Comparative Analysis across Ethnic Group Target Audiences," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 62 - 70
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The realization that ethnicity can/should be used as a valid and appropriate segmentation variable has
been in place for over fifty years. This research will explore the issue of how a firm’s diversity
performance is featured as a component in their marketing plan. The study utilizes content analysis to
examine advertising placed in six periodicals. These periodicals consisted of a business magazine, and a
magazine targeting a female audience, for each of three market segments. The three segments are general
(or, non-ethnic) readers, African-American readers, and Latino-American readers. Findings indicate that
firms place ads that showcase their diversity activities in minority publications at a much higher rate than
they do in publications targeting a general audience. Implications of these findings for firms directing ad
placement, media firms, and consumers are discussed.
