Abstract:

In 2003 COI commissioned a comprehensive, in-depth study of media use and attitudes to advertising among Britain's ethnic minority communities. This research was groundbreaking in a number of ways and is the largest project of its kind conducted in the United Kingdom. This paper looks at some of the key findings of the research, which we believe are of relevance to marketers and advertisers everywhere. The paper also presents a communications planning model that can be used to explore the relationship between identity, culture and the media in the global context.