Multicultural audiences are reportedly "turned off" by ads featuring stereotypical representations of themselves, according to a new study by OMD Worldwide, which surveyed over 1,400 members of different US-based ethnic minorities.

Respondents placed more importance on meaningful cultural signals that helped them relate to the brand better.

The study also found different ethnic groups have different attitudes toward given media. Blacks and Asian-Americans, for instance, put more stock in word-of-mouth referrals.

The report finds marketers can better serve their ends by using ads to demonstrate common ground with other ethnic groups.