Insights
Top 10 Ways to EFFECTIVELY Advertise to the Black Consumer
The “Diversity Duo” Ola Mobolade and David Burgos, from Millward Brown share tips on how to connect with the Black Consumer through advertising. Lessons shared are garnered from countless focus groups and commercial copytesting. Read more
Tags: advertising, consumer, culture, targeted media
BEYOND LANGUAGE: Understanding Why Culture Matters
When Malcolm Gladwell’s book, Outliers: The Story of Success, was published, I wrote a blog that highlighted the book’s relevance to multicultural marketers. The premise of Outliers is particularly relevant to issues pervasive in African-American marketing . . . Read more
Tags: culture, post-racial
Marketing to Affluent African Americans
Among the influential minority groups, African-Americans particularly deserve more of marketers’ attention now because of their combined purchasing power and rising affluence. The latest numbers show that affluent African American consumers represent more than one-third of the affluent ethnic consumer market. Read more
Tags: affluent, aspirational, shopping, wealth
Navigating Diversity within the Black Consumer Audience
For anyone experienced with marketing to today’s African-Americans, one thing is clear: These aren’t your father’s Black consumers. While traditional multicultural marketing treats any effort aimed at non-Whites as a diversity initiative, there is considerably less attention paid to diversity within the segment. Read more
Ethnic Targeted Marketing: Do We Really Need It ?
To target or not to target? That is the question marketers often ask themselves when trying to reach out to an ethnically diverse population. Read more
Election Media—How Black Voters Decide
The recently published CAB Political Pulse 2012 report examined various media in order to determine voter attitudes and usage of media in political, candidate, and voting decisions. A closer examination of the survey results revealed some distinct differences between African American and White viewers. Read more
Tags: culture, media habits, politics, television, viewing
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