The Asian American Market

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This report takes an in-depth look at Asian Americans, the fastest growing and most affluent ethnic segment in an increasingly diverse America. It includes a comprehensive analysis of key demographic features of Asian Americans, an assessment of the current size and projected growth of the market through 2004, and an analysis of shopping behavior and buying patterns. The report profiles the immigration patterns, geographic distribution, economic status, and social and cultural attributes of the main groups within the Asian American community. Discover why direct mail and telemarketing work well with Asian American households.
  1. Executive Summary
    Introduction
      Background
      Overview of Report
    Scope and Methodology
      Scope of Report
      Methodology
    Demographics
      Asian American Population Has Grown Dramatically
      Asian Americans Grew Faster than Other Ethnic Groups
      Relative Size of Asian American Population Also Increased
      Six Ethnic Groups Account for Vast Majority of Asian American Population
      Table 1-1: Asian American Ethnic Groups
      Ethnic Composition of Asian American Population Has Changed Radically
      Social and Economic Characteristics of Asian American Subgroups Vary Widely
      Immigration Drives Asian American Population Growth
      Asian American Population Centers in Few Localities.
      Asian Americans Tend to Live in Large Family Households
      Asian Americans Have Highest Household Income
      More Than 50% of Asian American Families Have Incomes over $50,000
      Asian Americans Strong in Professional and Technical Jobs
      Asian Americans Are Most Likely to Earn a Bachelor's Degree
      Asian Values Differ Significantly from Those of Mainstream Culture
      Many Asian Americans Follow Traditional Religions but Christianity Is a Strong Force
      Political Activism Increases
    The Market
      Asian American Market Will Increase More than 40% by 2004
      Upper-Income Asian Americans Are Attractive Market
      Income of Most Affluent Asian American Households Totals More than $160 Billion
      Demographic Shifts Are Underway Many of the Largest Asian American Markets Are Not in the Pacific Region
      Asian American Market Includes Diverse Customer Segments
      Many Factors Affect Growth of Asian American Market
    Asian Americans as Consumers
      Research on Asian American Consumer Behavior Has Conflicting Findings
      Asian American Ethnic Groups Vary in Their Consumer Behavior
      Asian Americans Spend Less Time Shopping but Shop More Often for Groceries
      Asian Americans Depend on Self-Contained Commercial Developments
      Asian American Expenditure Patterns Vary
      Asian American Households Lead in PC Ownership
    Asian American Media
      Concentration of Asian American Population Eases Media Access
      Print Remains Most Popular but Radio and TV Gain Ground
      English-Language Magazines Target Younger Generation
      Obstacles Remain for Advertisers
      Internet Offers Effective Way to Reach Asian American Buyers
      Asian Americans Offer Good Direct-Mail Prospects
    Marketing to Asian Americans
      Marketers Target Individual Asian Subgroups
      Experts Emphasize In-Language Print and Electronic Media
      Bilingual Staff and In-Language Call Centers Become More Common
      Cultural Factors Affect Marketing and Selling
      Multiple Approaches Help Achieve Successful Strategy
    Examples of Advertising Targeted to Asian Americans
      Respecting and Maintaining Family Ties
      The Happiness and Prosperity of Children
      Honoring Traditions
      Celebrating Asian Festivals
      Quality and Price

  2. Demographics
    Figure 2-1: Projected Growth of Asian American Population, 1999-2004
    Figure 2-2: U.S. Ethnic Mix, 1999 vs. 2008
    Market Definition: Asian Americans
      Asian Americans Defined by U.S. Census Bureau
      Pacific Islanders Are Distinct Population Group
      Asian American Census Data Have Limitations
      Packaged Facts Analysis Focuses on Asians in America
      Description of Principal Asian American Ethnic Groups
    History of Asians in America
      Exclusionary Immigration Laws Curtailed Growth of
      Asian American Population
      Early Asian Americans Faced Severe Discrimination
      Changes in Immigration Law in 1965 Began New Era for Asian Americans
    Population Size and Growth
      Asian American Population Has Grown 44.9% Since 1990
      Table 2-1: Growth of U.S. and Asian American Populations, 1990-1999
      Asian American Population Has Tripled Since 1980
      Figure 2-3: Asian American Population Growth, 1980-1999
      Asian Americans Grew Faster than Other Ethnic Groups
      Relative Size of Asian American Population Also Increased
      Table 2-2: Past, Present, and Projected U.S. Ethnic Mix, 1990-2010
      Figure 2-4: Population Growth Rates: Asian Americans vs. Other Population Groups, 1990-1999
      Immigration Drives Asian American Growth
      Table 2-3: Country of Origin of Asian American Immigration, 1995-1998
    Geographic Distribution
      Majority of Asian Americans Live in Just Three States
      Table 2-4: States with Largest Asian American Population, 1998
      Most Asian Americans Live in the West
      Table 2-5: Geographic Distribution of Asian Americans and General Population, 1998
      Asian American Population Growth Is Concentrated in the West
      Table 2-6: Growth of Asian American and General Populations by Region, 1990 to 1998
      Northeastern States Also Have Substantial Asian American Populations
      Table 2-7: States with Highest Percentage of Asian Americans
      California Counties Lead Asian American Population Centers
      Table 2-8: Asian American Population Trends in Key Localities, 1990-1998
      Some Localities Experienced Exceptionally Rapid Growth in Asian American Population
      Table 2-9: Counties with Fastest Growing Asian American Populations, 1990-1998
      Asian Americans Cluster in Metropolitan Areas
      Table 2-10: Location of Residence: Asian Americans vs. Other Population Groups
    Age and Gender
      Asian Americans Are Younger than the General Population
      Table 2-11: Median Age of Asian Americans and Other Population Groups, 1999 and 2010
      Nearly One in Four Asian Americans Is 14 Years Old or Younger
      Table 2-12: Population by Age Group: Asian Americans vs. Other Population Groups
      Asian American Population Has Higher Percentage of Females
    Family Status
      Asian Americans Tend to Live in Family Households
      Table 2-13: Household by Type: Asian American vs. Other Households
      Married-Couple Families Predominate
      Table 2-14: Family by Type: Asian Americans vs. Other Households
      Asian American Households Are Larger than Average
      Table 2-15: Size of Household: Asian American vs. Other Population Groups
      Marriage and Divorce Patterns Differ among Asian Americans
      Table 2-16: Marital Status: Asian Americans vs. Members of Other Population Groups 15 Years Old and Over
      Asian American Children Are Most Likely to Live in Two-Parent Families
      Table 2-17: Living Arrangements of Children under 18 Years Old: Asian Americans vs. Other Population Groups
    Economic Status
      Asian Americans Have Highest Household Income
      Table 2-18: Median Household Income: Asian Americans vs. Other Population Groups
      Asian Americans Trail Non-Hispanic Whites in Per Capita Income
      Table 2-19: Per Capita Income: Asian Americans vs. Other Population Groups
      Asian American Families Have Highest Median Incomes
      Table 2-20: Median Family Income: Asian Americans vs. Other Groups
      More Than 50% of Asian American Families Have Incomes over $50,000
      Table 2-21: Family Income: Asian Americans vs. Other Families
      Asian American Households More Likely to Have Two or More Earners
      Table 2-22: Number of Earners in a Household: Asian Americans vs.
      Other Population Groups
      Nearly One-Third of Asian American Male Workers Earn $50,000 or More
      Table 2-23: Total Money Earnings of Year-Round Full-Time Workers 25 Years Old and Over: Asian Americans vs. Other Population Groups
      Education Premium of Asian Americans Is Lower
      Table 2-24: Median Earnings by Educational Attainment: Asian Americans vs. Non-Hispanic Whites
      Asian Americans Are More Likely to Be Renters
      Table 2-25: Home Ownership: Asian Americans vs. Other Households
      Asian Americans Have Average Poverty Rate
      Table 2-26: Poverty Rates of Asian Americans and Other Population Groups
      Table 2-27: Poverty Status of Asian Americans vs. Other Families
    Employment
      Asian Males Over-represented in Professional and Technical Jobs
      Table 2-28: Occupation: Asian American Males vs. Other Males
      Asian American Females Also Favor Professional and Technical Employment
      Table 2-29: Occupation: Asian American Females vs. Other Females
      Asian American Employment Patterns Mirror Those of Other Groups
      Table 2-30: Class of Worker: Asian Americans vs. Other Population Groups
      Unemployment Among Asian Americans Is Lower than Average
      Table 2-31: Unemployment Rate: Asian Americans vs. Other Population Groups
      Asian Americans Strong in Silicon Valley
      Table 2-32: H-1B Visa Holders by Country of Birth
      Profiles of Korean and Chinese American Entrepreneurs Differ
      Asian Americans Hit Barriers in Corporate America
    Educational Attainment
      Asian Americans Are Most Likely to Earn a Bachelor's Degree
      Table 2-33: Educational Attainment: Asian Americans vs. Other Population Groups, 25 Years Old and Over
      Younger Asian Americans Achieve Above-Average Educational Success
      Asian Americans Receive Disproportionate Percentage of Technical Degrees
      New Generation of Asian Americans Breaks Educational Stereotypes
      English-Language Skills Improve
    Health Status
      Asian American Health Data Can Be Misleading
      Filipino Americans Change Traditional Diet
      Unacculturated Asian American Youth Smoke Less
      Asian Americans Show Different Patterns of Alcohol Use
      Asian Americans Have Different Attitudes toward Health-Care Providers
    Social and Cultural Attributes
      Confucianism Binds Many Asian Cultures
      Asian Values Differ Significantly from Those of Mainstream Culture
      Younger Asian Americans Display Increased Pride in Asian Identity
      Asian Americans Remain Comfortable with Their Ethnic Identity
      Chinese Schools Transmit Language and Values
    Religion and Politics
      Many Asian Americans Follow Traditional Religions
      Christianity Is Strong Force among Asian Immigrants
      Korean and Chinese Christians Differ in Important Ways
      Many Denominations Represented among Asian American Christians
      Asian American Churches Experience "Silent Exodus" by Younger Generation
      Pan-Asian Churches Attract Second-Generation Asian Americans
      Political Activism Increases
      Asian Americans Exercise Increasing Political Influence in California
      Californian Chinese and Vietnamese Americans Switch to Democratic Party
      Civil Disorder in Los Angeles in 1992 Transforms Korean American Politics
    Overview of Principal Ethnic Groups
      Five Ethnic Groups Account for Almost 90% of Asian American Population
      Table 2-34: Asian American Ethnic Groups
      Ethnic Composition of Asian American Population Has Changed Dramatically
      Figure 2-5: Ethnic Origins of Asian Americans, 1980 vs. 1999
      Social and Economic Characteristics of Asian American Subgroups Vary Widely
    Population Profile: Chinese Americans
      Early Chinese Immigrants Faced Major Obstacles
      Chinese American Population Tripled in Two Decades
      Figure 2-6: Chinese American Population Growth, 1980-1999
      Chinese Americans Originate in Many Countries
      Chinese American Subgroups Display Differences
      Christianity Takes Hold among Recent Chinese Immigrants
    Population Profile: Filipino Americans
      "Pilipino" or "Filipino"?
      Filipino Americans Have Unique History
      Filipino Americans Are Second-Largest Asian American Group
      Tagalog Remains Influential Language but Most Filipino Americans Are Fluent in English
      Filipino Americans Have High Incomes and Educational Level
      Figure 2-7: Filipino American Population Growth, 1980-1999
      Filipino Americans Seen as "Invisible" Asian Americans
    Population Profile: South Asians
      South Asians in America Reflect Complexities of Indian Subcontinent
      Punjabi Farmers Pioneered in California
      South Asians Have Immigrated in Phases Since 1965
      Asian Indians Comprise Largest South Asian Group
      Asian Indians Have High Income and Educational Levels
      Asian Indian Population in the United States Includes Many Temporary High-Tech Workers
      Figure 2-8: Asian Indian Population Growth, 1980-1999
    Population Profile: Korean Americans
      Korean Immigration Has Peaked
      Korean Immigrants Have Distinct Profile
      Korean American Community Is Changing
      Christianity Remains a Strong Force
      Korean Americans Predominate in Small Retail Businesses in Urban Areas
      Korean Business Owners Seek Alternatives
      Research Data Support Hard-Working Image
      Second-Generation Korean Americans Are Culturally but Not Socially Assimilated
    Population Profile: Japanese Americans
      Japanese Americans Faced Early Discrimination
      Japanese American Population Is Divided into Four Segments
      Size of Japanese American Population Declines in Relative Terms
      Japanese Market Includes 100,000 Japanese Executives
    Population Profile: Vietnamese Americans
      Vietnamese Immigrated in Six Waves
      Vietnamese Population Has Grown Rapidly
      Vietnamese Retain Strong Hold on Culture and Language
      Figure 2-9: Vietnamese American Population Growth, 1980-1999
      Vietnamese Families Maintain Traditional Values
      Religion a Vital Part of Vietnamese American Culture
      "Family Collectivism" Plays Central Role in Vietnamese American Culture
    Population Profile: Other Indochinese
      Most Other Southeast Asians Are Indochinese Political Refugees
      Other Indochinese Experience Fewer Economic Gains
      Hmong Have Faced Severe Adjustment Problems

  3. The Market
    Figure 3-1: Projected Asian American Market Growth, 1999-2004
    Market Size
      Aggregate Asian American Income Is over $220 Billion
      Purchasing Power of Asian Americans Reaches $179 Billion
      Upper-Income Asian Americans Are Attractive Market
      Table 3-1: Aggregate Earnings of Asian Americans 15 Years Old and Over
      More than 40% of Asian American Male Workers Earn at Least $40,000 Annually
      Table 3-2: Aggregate Earnings of Asian American Males 25 Years Old and Over: Year-Round, Full-Time Workers
      Nearly Half of Asian American Female Workers Earn at Least $30,000
      Table 3-3: Aggregate Earnings of Asian American Females 25 Years Old and Over: Year-Round, Full-Time Workers
      Distribution of Asian American Household Income Estimated
      Table 3-4: Aggregate Income of Asian American Households
      Income of Most Affluent Asian American Households Totals More than $160 Billion
      Asian American Income Is Heavily Skewed toward Affluent Households
      Asian American College Graduates Are High Earners
      Table 3-5: Aggregate Earnings of Asian Americans with Bachelor's Degree or More
    Geographic Segmentation
      The Asian American Market Centers on a Few States
      The Market Will Remain Concentrated
      Table 3-6: Projected Asian American Population in Selected States, 2000-2015
      Honolulu Has the Greatest Asian American Population Density
      Table 3-7: Metropolitan Areas with Highest Percentage of Asian Americans
      Most Markets with Highest Percentage of Asian Americans Are in California
      University Towns Skew Asian American Market Data
      Many of the Largest Asian American Markets Are Not in the Pacific Region
      Table 3-8: Leading Asian American Markets
      Asian American Entrepreneurs Drive Population Shifts
      Asian Americans Contribute to Changing Face of the South
    Key Customer Segments
      The 1.5 Generation Emerges
      Asian American Market Includes Diverse Customer Segments
      Asian American Entrepreneurs Are Fastest Growing Minority-Owned Business Group
      Asian American Kids Market Will Grow Fastest
    Factors Affecting Market Growth
      Asian Americans Likely to Maintain Strong Ethnic Identity
      Census 2000 Likely to Count More Asian Americans
      Asian Americans Are Considered Most Likely to Self-Identify As
      Multiracial
      Asian Americans Have High Rate of Interracial and Interethnic Marriages
      Decline in Immigration from Asia May Slow Population Growth but Increase Per Capita Income
      Figure 3-2: Number of Asian Immigrants, 1994-1998
    Projected Market Growth
      Asian American Market Will Increase More than 40% by 2004
      Table 3-9: Projected Growth of Aggregate Income of Asian Americans, 1999-2004

  4. Asian Americans as Consumers
    Shopping Patterns
      Surveys Reveal Distinct Profile of Asian American Consumers
      Research on Asian American Consumer Behavior Has Conflicting Findings
      Asian American Ethnic Groups Vary in Their Consumer Behavior
      Quality of Service Is Key
      Perceived Importance of Price Varies
      Young Asian Americans Are Loyal to Brands and Are Status Conscious
      Top Brands of Chinese Americans Revealed
      Asian Americans Spend Less Time Shopping
      But Asians Shop Often for Groceries
      Asian Americans Depend on Self-Contained Commercial Developments
      Specialized Mall Attracts Asian American Shoppers
      Koreans Spend More at Malls
    Spending on Consumer Products and Services
      Asian Americans Spend More on Education and Restaurant Meals
      Personal-Care Purchasing Patterns of Asian Americans Differ
      Meat Purchases Vary
      Chinese Consumers Demand Whole Chickens
      Asian Americans Prefer Fresh Produce
      Traditional Foods Help Maintain Cultural Identity
      Asian Americans Most Likely to Buy New Cars
      Telecommunications Providers See Rapid Growth among Asian Americans
      Asian Travelers Focus on Asia
      Chinese Homebuyers Rely onFeng Shui
      Asian Americans Are Above-Average Film Processors
      ATM Cards Are Popular
      Asian Americans Less Likely to Carry a Credit Card Balance
      Asian American Savers Become Investors .
      Asian American Investors Trade More Often
    Asian American Consumers and the Internet
      Asian American Households Lead in PC Ownership
      Table 4-1: Percentage of U.S. Households with a Computer: by Race and Place of Residence
      More Asian American Households Have PCs, Regardless of Income
      Table 4-2: Percentage of U.S. Households with a Computer: by Race and Income
      Asian Americans Are Heavy Users of the Internet
      Table 4-3: Percentage of U.S.Persons Using the Internet: by Race/Hispanic Origin and Location of Use
      Urban Asian Americans Use Internet the Most
      Table 4-4: Percentage of U.S.Persons Using the Internet from Any Location: by Race/Hispanic Origin and Location of Residence
      Asian American Households Show Highest Use of Internet
      Table 4-5: Percentage of U.S.Households Using the Internet: by Race and Location of Residence
      Asian Americans Use Internet at Work and in Higher Education
      Table 4-6: Percentage of U.S. Persons Using the Internet outside the Home: by Selected Places and by Race/Hispanic Origin
      Internet Used Most for E-Mail and Information Search
      Table 4-7: Percentage of U.S. Persons Using the Internet at Home: by Type of Use and by Race/Hispanic Origin
      Asian Americans More Likely to Use E-Mail at Home for Education
      Table 4-8: Percentage of U.S. Persons E-Mail at Home: by Subject Matter and by Race/Hispanic Origin
      Asian Americans Less Concerned about Internet Confidentiality
      Figure 4-1: Percentage of U.S. Households "Very Concerned" or "Somewhat Concerned" about Internet Confidentiality: Asian American vs. Non-Hispanic White
      Asian Americans Are Most Experienced Internet Users
      Asian Americans Most Likely to Conduct Financial Transactions Online

  5. Asian American Media
    Overview
      Major Markets Offer Complete Range of Asian American Media
      Concentration of Asian American Population Eases Media Access
      Print Still Most Popular but Radio and TV Gain Ground
      Media Costs Remain Low
      Obstacles Remain for Advertisers
      Asian American Subgroups Differ in Response to Media
      Mainstream Media Neglect Asian American Community
    Television
      Asian Americans Spend the Least Time Watching TV
      National Cable Outlets Target Major Asian American Subgroups
      Local TV Stations Predominate in Major Markets
      International Channel Networks
      Asia-Based TV Programmers Eye U.S. Market
      Ethnic-American Broadcasting Company
      ITV Offers South Asian Programming
    Radio
      Radio Has Substantial Reach among Asian Americans
      Asian American Radio Now Offers 24-Hour Coverage
      Radio Reflects Relative Importance of Local Asian American Population Segments
      New Asian American Radio Programming Proliferates at Grassroots Level
      Local Radio Stations Serve as Community Centers for Asian American Groups
    Print
      Asian American Print Media Show Rapid Growth
      Newspapers Are Popular
      Chinese American Print Media Expand
      Knight Ridder Launches Vietnamese Weekly
      Asian American Newspapers Turn toLos Angeles Timesto Strengthen Distribution in California
      Asian Americans Favor Certain Magazine Categories
      A. Magazine Succeeds with Young Asian Americans
      Zarposh InternationalCaptures Affluent South Asian Readers
      Filipinas Establishes Niche among Filipinos as General-Interest Magazine
      Giant Robot Speaks to Asian American Youth
    New Media
      Internet Offers Effective Way to Reach Asian American Buyers
      AsianAvenue.com Expands Rapidly
      Some Internet Portals Target Asians and Asian Americans
      JADE Offers Online Content to Young Asian Women
      YolkTargets "GeneraAsian X"
      jun Launches Online Magazine
    Direct Marketing
      Direct Marketers Overlook Asian American Consumers
      Asian Americans Offer Good Direct Mail Prospects
      Asian Consumer Lists Need Validation
      Bell Atlantic Uses Telemarketing
      American Express Telemarkets to Asian-Owned Businesses

  6. Marketing to Asian Americans
    Marketing Fundamentals
      Marketers Target Individual Asian Subgroups
      Lack of Data Inhibits Targeted Marketing
      Asian American Personnel Are Critical to Marketing Strategy
      Loyalty Programs with Tangible Rewards Are Effective with Chinese and Korean American Customers
      Asian Americans Prefer Written Marketing Materials
      Event Marketing Is Important
    Language Issues
      In-Language Marketing Is Vital
      Experts Emphasize In-Language Print and Electronic Media
      Basic In-Language Marketing Program Described
      Experts Advise on Language Choice
      Good Translations Are Not Always Easy
      Recent Asian Indian Immigrants Are Exception to Language Rule
      English-Language 800-Numbers May Not Succeed
      Citibank Outsources In-Language Customer Service
      Bilingual Staffing Helps Banks Get and Keep Asian American
      Customers
      Life Insurance Companies Recruit Bilingual Agents
    Cultural Considerations
      Cultural Factors Affect Market Research Studies
      Colors Can Have Different Meanings for Different Groups
      Wrong Numbers in Advertising Can Cause Trouble
      Retailers Set Back by Cultural Perceptions
      Sales Approach Should Acknowledge Cultural Differences
      Northwest Airlines Takes Asian Culture into Account
      Packaging Matters
      Asian Festivals Serve as Centerpiece for Marketing Programs
    Advertising Strategies
      Advertising Expenditures Concentrated in Print Outlets
      National Advertising Campaigns Still Limited
      Successful Advertisements Reflect Universal Asian American Values
      Ads Leverage Shared Asian Values
      Firms Target the Largest Asian Groups
      Ford Creates Advertising for Three Asian American Segments in California
      Internet Extends Reach of Advertisers within Asian American Community
      Multinationals May Use Ads Designed for Asia
      Some Firms Coordinate General-Market and Asian American Advertising Themes
      Hyundai Advertising Targets Recent Chinese Immigrants
    Promotional Strategies
      Telecommunications Services Companies Focus on
      Asian Americans
      Bell Atlantic Markets to Asian Americans in the Northeast
      Financial Services Firms Open Dedicated Branch Offices
      Some Banks Specialize in Asian American Market
      Bank of America Pursues Comprehensive Asian American Marketing Program
      California Bank & Trust Responds to Asian American Market
      Citibank Anchors Promotional Program with Premiums
      John Hancock Taps into Growth Market among Chinese Americans
      MetLife Strengthens In-Language Marketing Capability
      State Farm Teams withA. Magazine
      Local Auto Dealers Change with Their Communities
      Supermarkets Customize Products and Displays
      Supermarkets Find General-Market Profits in Asian American Products
      Cosmetics Companies Address Preferences of Asian Women
      Asian American Expo Offers Venue for Grassroots Marketing
    Online Marketing
      Financial Services Firms Launch In-Language Web Sites
      Internet Portals View Chinese Americans as Part of Global Market
      Fannie Mae Markets Online

  7. Examples of Advertising Targeted to Asian Americans
    Overview of Advertising Themes
      Respecting and Maintaining Family Ties
      The Happiness and Prosperity of Children
      Honoring Traditions
      Celebrating Asian Festivals
      Quality and Price
    Telecommunications
      GTE Builds Relationships with Asian Americans
      AT&T Markets to Asian Americans
    Financial Services
      MetLife Markets to Asian Americans
      Western Union Serves the Asian American Community
    Travel and Entertainment
      Disneyland Advertises to Asian Americans
      Hollywood Park Casino Appeals to Young Asian Americans
      Northwest Airlines Cultivates Japanese American Business Travelers
    Food and Beverage
      Maggi Stresses Convenience for Tradition-Minded Asian American
      Women
      Fast-Food Chains Use Subtitles to Reach Asian Americans
      Hennessy Ads Have Lunar New Year Theme
    Other Sectors
      JCPenney Appeals to Chinese American Families
      The Gas Company Relates to Chinese Americans
      California Sponsors Anti-Smoking Ads for Asian Americans

    Appendix I: Examples of Consumer AdvertisingThis appendix appears in bound editions only.
    Appendix II: Addresses of Selected Asian American Market Resources

      Advertising and Public Relations Agencies
      Market Research Companies/Marketing Consultants
      Asian American Publications
      Internet Sites
      Organizations

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