which promotes both the firm s Latin American brands, such as La Lechera and Abuelita, andthe rest of its larder.
该分部主要负责促销公司的两个拉丁美洲品牌如La Lechera 和Abuelita和其他的食品柜。
McDonald s has been a pioneer of ethnic advertising since the 1960s.
自从二十世纪六十年代,麦当劳一直是种族广告的先驱者。
Minorities represent about 40% of its customers in America.
在美国少数民族裔占其消费者总数的40%。
Neil Golden, the firm s American chief marketing officer, argues that other Americans oftenfollow trends set by ethnic minorities.
麦当劳主要负责美国市场首席营销官尼尔戈登认为其他美国人常跟在少数族裔掀起的潮流后面。
So he watches minorities for insights he can use in ads aimed at the general market.
故他深入地了解少数族裔就可将其特色用于针对整个市场的广告中。
In 2010 McDonald s learned that African-Americans liked sweeter, weaker caramel mocha, soit started offering such blends everywhere, with great success.
2010年麦当劳得知非洲裔美国人喜欢更甜一点,咖啡味更淡一点的焦糖摩卡。故麦当劳开始到处提供这种混合物,结果一跑打响。
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