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j I about Asian-Americans They are a fast growing segment ... Number of Americans of Asian descent: Estimated to be over 10 Millions Approx. 8 Millions Rose by 141 % More than 3.5 Millions 1.4 Millions 1970 1980 1985 1990 2000 Thcrc arc also many uncounted by the Census: Asian nationals (business people and students), illegal aliens. Population Reference B ureau

/ 0 about Asian-Americans They have high incomes... Median annual household incomes Asian-Americans: $ 36,784 National: $ 31,435 1990 Census

! t 9 about Asian-Americans They are well educated... Asian-Americans have a total of 77.5% high school completion rate whereas Americans have 77.9% in 1990. The percent of Asian-Americans High School Graduates indicates they have a good education background in the United States.

1 e More professionals... about Asian-Americans 34% of Asian Americans hold managerial, professional and executive positions. A recent report in Sales & Marketing Management (May 1988) estimated over half (53.3%) of all Asians employed i the U.S. held managerial or professional positions. 1990 Census

0 about Asian-Americans The Asian-American market is not like any other... Asian-Americans assimilate rapidly and embrace the American dream, but they are not like all other Americans: 7hey tend to maintain a stj•ong "Asin«" identity because of • a physical difference • a language difference • a large foreign born population (60% of all Asians in the U.S.) • a continued influx of Asian immigrants (1/4 million/year) • a majority are bilingual, even those born in the U.S. • cultural influences from family • observance of Asian traditions, customs and holidays • a strong network in the Asian communities of shared events and resources

about Asian-Americans Asian-Americans have high purchase power... Annual Income 1980 $ 32 billion 1990 $ 61 billion 2000 $ 115 billion Inc./July 1987

about Asian-Americans Asian-Americans have a higher rate of business ownership... Asian-Americans owned 355,331 businesses in the U.S. and had revenues of $ 33 billion in 1987. According to the Flushing Chinese Business Association, the number of Chinese- managed business establishments grew between December 1985 and March 1988 from 242 to 393 at an annual rate ul' 25 percent. These new businesses include drug stores, restaurants, retail stores and real estate construction companies. 89.7 Chinese 69.3 Korean 53.4 Japanese 50.1 National I 25.7 Vietnamese For Every 1000 N O ? ~.. ~ N .+ 1987 Census Bureau's Survey of NlinorityOwned Business Enterprises ~ t}

~ about Asian-Americans The Asian-American market is not like any other... Asian-Americans assimilate rapidly and embrace the American dream, but they are not like all other Americans: Thev tend to live in "clusters." • They want to be near family and friends. • They want access to cultural amenities. • Nearly 93 percent of all Asians in the U.S. live in urban areas. • 70 percent of all Asians in the U.S. live in only five states, primarily in New York and California.

) about Asian-Americans Asian-Americans are accessible... 93% of all Asian-Americans live in urban areas -"Standard Metropolitan Statistical Areas." Therefore, regional marketing is extremely successful. • Asians are interested in quality products and are extremely brand loyal. • Asians are extremely responsive to advertising in their own ethnic media. • Most Asian-Americans own a home, T.V., stereo, VCR and car. The top ten cities where Asian-Americans live are: New York, Los Angeles, Honolulu, San Francisco, San Jose, San Diego, Houston, Seattle, Long Beach. 1990 Census

N about Asian-Americans The Asian-American market is receptive... A recent focus group conducted by Loiminchay Advertising found that the Asian- Americans surveyed unanimously agreed that advertising that featured them was positive: "like it!" "I would definitely pay more attention to it." "I'd like to see more of it." Asian-Americans identify with and respond to ads that feutur•e them and "speak their lunguage. " We do not only mean their native language but the language that addresses their culture, history and background. For example, advertising to Asians does not simply mean adding an Asian face in an ad, which may be viewed as "tokenism" and not a sincere effort to reach them. Asian-Americans are also conceined about positive and non-stereotypical portrayals of themselves. For those who spoke no English and even those who were bilingual indicated that they liked advertising in their native language. The former group called it "a necessity" while the latter group said they felt that the advertiser's message was a "personal" one and accorded it a value of importance.