Advertising and Marketing to the New Majority: A Case Study Approach / Edition 1

Advertising and Marketing to the New Majority: A Case Study Approach / Edition 1

by Gail Baker Woods, Gail Baker-Woods
     
 

ISBN-10: 0534241921

ISBN-13: 9780534241926

Pub. Date: 10/28/1994

Publisher: Wadsworth

Many are recognizing the growing opportunities in advertising and marketing to ethnic audiences. Gail Bake Wood's Advertising and Marketing to the New Majority: A Case Study Approach shows you how it's done - with varied degrees of success - by today's marketing professionals.

Overview

Many are recognizing the growing opportunities in advertising and marketing to ethnic audiences. Gail Bake Wood's Advertising and Marketing to the New Majority: A Case Study Approach shows you how it's done - with varied degrees of success - by today's marketing professionals.

Product Details

ISBN-13:
9780534241926
Publisher:
Wadsworth
Publication date:
10/28/1994
Series:
Mass Communication Series
Pages:
182
Product dimensions:
6.43(w) x 9.23(h) x 0.36(d)

Table of Contents

PART I: BACKGROUND.
1. Introduction to Ethnic Advertising and Marketing.
2. The Evolution of Ethnic Advertising.
3. Ethnic Consumer Behavior.
4. The Legal and Social Environment.
PART II: CASE STUDIES.
5. Stove Top Stuffing.
6. General Motors.
7. Scott Paper Towel.
8. Metropolitan Life.
9. Uptown Cigarettes.
10. United Negro College Fund.
11. American Honda.
12. Remy Martin.
13. Jewel Food Stores.
14. Power Master/Crazy Horse.
15. Conclusion.

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