Advertising and the Black Community

Dorothy H. Cohen

19 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies American History and Culture Media, Gender, and Advertising

Abstract

An opportunity exists for advertising to improve its social image by giving more attention to the black community. The potential contributions of advertising lie not only in increased employment of blacks in advertising, but also in applying a market segmentation strategy which recognizes the heterogeneity of the black community.

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1977There Are More Blacks in TV Commercials 1974Marketing to Heterogeneous Black Consumers

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