Marketing to minorities can be a sensitive and touchy subject to advertisers. Historically, minority groups; Hispanics, African American, and Asians have been targeted to sell certain products. This targeting has received adverse responses from these ethic groups. For example, studies have shown that there are more liquor advertising around universities that are popular with Hispanics and Blacks. This paper will discuss research on minorities utilizing secondary sources, summarize and identify consumer needs, perceptions, and attitudes; and concluding with an explanation on how minority consumer needs, perceptions, and attitudes may be used to create marketing communication messages to include two examples. Statistics state that in 2010, the Hispanic market was noted for being larger minority representing 16% of the United States population with African Americans at a close second representing 13% of the United States population. Smart advertisers understand that these ethnic and racial markets are lucrative and strategic marketing is important. But there are many advertisers that put forth little effort to target these groups. Multicultural marketing may only change the spokesperson from being Caucasian or portray a sad story to depict a minority situation. The advertising world often overlooked minorities all together. In order for advertising messages to reach minority groups, the advertiser must structure messages to resonate to each group differently. American brands such as Campbell’s or Ford, are well received by all minority and majority consumers due to having similar experiences with these brands. But when a luxury brand is introduced; such as Rolex, minorities had a different perception than the majority. These luxury brands often overlook minority consumers when advertising their brand. When minorities are not included in brand