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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.
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