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

Through a practical case study approach, Woods explains how principles of advertising and marketing are specifically applied to reach ethnic audiences, including Native Americans, Hispanic Americans, African Americans, and Asian Americans. To help you analyze the cases, Woods first explores the historical, behavioral, legal, and social issues involved with target…  See more details below

Overview

Through a practical case study approach, Woods explains how principles of advertising and marketing are specifically applied to reach ethnic audiences, including Native Americans, Hispanic Americans, African Americans, and Asian Americans. To help you analyze the cases, Woods first explores the historical, behavioral, legal, and social issues involved with target marketing to ethnic groups. The cases that follow vividly illustrate the different ways in which executives shaped their strategies in light of these issues and their marketing goals. Drawn from many different American corporations, these cases cover a range of consumer products from paper towels and trucks to life insurance. Each case is examined in terms of the company profile, campaign goals, concept/theme, execution, and results. At the end of each case, a "View from the Top" profiles or interviews an industry executive to get his or her experienced views. Throughout the book, recent examples and insights from professionals provide you with inside information on target marketing, and how you can succeed in a changing marketplace.

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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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