Miamians Are Sensitive to Minority Ads

ATLANTA Insights Marketing Group this week launched a copy-testing service geared exclusively toward multicultural advertisements and audiences, the agency said.

The new service will provide insight into the performance of African American and Hispanic television, radio and print advertising, according to the Miami shop.

IMG has teamed with Los Angeles-based Diagnostic Research International to provide what they call Multicultural Diagnostic Research. The research method uses a cultural sensitivity assessment that is customized for minority advertising testing, said Dan Murphy, vice president of IMG.

“The IMG method incorporates questions that capture respondents’ feelings about the cultural aspects of ads,” Murphy said. He added that cultural sensitivity issues can be hard to detect and the research IMG provides will help agencies create ads that are effective and do not offend target audiences.

Belkist Padilla founded IMG in 2000. The agency specializes in multicultural and multilingual research for international clients. “There has been a need for a copy-testing service for African American and Hispanic advertising,” Padilla said. “Our service offers normative data that can impact advertising.”

DRI is a consultancy that conducts situation-specific market research. Its client list includes companies such as Merck Pharmaceuticals, Progress Energy, Michelin Tires and VF Corp.