Understanding the Invisibility of the Asian-American Television Audience
研究通过在线调查和高管访谈，揭示美国电视广告商如何评估亚裔观众的购买力、语言等特征，并与西班牙裔对比，提出克服广告商误解和代理障碍的建议，以促进对这一富裕且增长迅速群体的投资。
<h3>ABSTRACT</h3> Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group9s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how U.S. Asians9 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.