Benefits of Target Marketing

A company's credibility and image within an ethnic market is strongly enhanced by advertising in a medium specifically targeted towards that audience.

By an overwhelming margin, our readers say that companies which target them specifically are viewed more favorably than companies going for the general approach. Here are the results of the 1994 Subscriber Study, tabulated by Response Measurement Systems.

"I am inclined to view more favorably companies that recognize and acknowledge the Asian American market and community in their advertising."

"I respond more favorably and pay more attention to advertisements featuring Asian Americans than to advertisements with non-Asian models/personalities."

"Advertising in Asian American publications is an effective way for companies to reach and inform me of their products and services."

Source: 1994 Subscriber Study, tabulated by Response Measurement Systems.

This demographic information on the Asian Pacific American community may be of interest to you:

• Asian Pacific Americans (APAs) are America’s fastest growing, most diverse, most affluent minority group.(American Demographics, 7/91)
  
  
• There are over 12 million (APAs) living in the United States—a 41% increase since 1990, (US. census Bureau, 1O/98&12/99) • In 2050, it is projected that the APA population will compromise 11% of the total U.S. population, an increase of nearly 7% from 1992. (Asian/Pacific Islander Data. 1993)
  
  
• The Census Bureau’s category “Asian & Pacific Islander’s” covers persons from more than 17 countries. The INS counts people from more than 29 countries. (American Demographics. 2/97)

Here is information on APA Buying Power & Income:

• APAs spend $ 78 billion in retail annually and represents a $130 billion consumer market. (Businessweek. 6/91 & Federal Glass Ceiling Report. 1995, Georgia University 2000)

• APAs wield as estimated $254 billion in annual spending power. (U.S. Census Bureau. 1995 & NTIA report. 1998, Georgia University Study Report. 2000 concurred by The US. Department of Commerce. MBDA)
  
  
• Among racial groups, APAs have the highest computer ownership (49%) followed by whites (3 6%) and blacks (18%). (US. Dept. of Labor, 4/99) • (68%) of Asian American households will be on-line by the new millennium, compared to (44%) of Caucasian households. (Forester Research. 2/ 2000)
  
  
• The average income for an APA family is $43,276, 22% higher than the national average. (Washington Post. 9/9 7)
  
  
• The percentage of APAs earning more than $50,000 is higher than any other demographic. (Sales & Marketing Management. 9/93)
  
  
• APAs spend more on out-of-town trips ($678) compared to the national average ($421), and have above average use of rental cars (8%vs3%) compared to the national average. (Amen can Society of Travel Agents. 1997 survey)
  
  
• APAs have a higher level of market share in the tourism & hospitality industry and virtually all households at least one credit card. (American Society of Travel Agents. 1997 survey)
  
  
• Asian Pacific Americans travel to California and Nevada significantly and have the highest brand loyalty. (American Society of Travel Agents. 1997 survey)

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