AACM POV - Reaching Black Consumers

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GROWING IMPORTANCE OF UNDERSTANDINGAA CONSUMERSEfficient ROI In Targeted CommunicationsUsing targeted media to reach African-American consumer segment presents distinct ROIadvantage compared to general market media buys♣ Existence of relatively few AA media vehicles means less stratification across these vehicles♣ Hence, compared to comparable general market reach goals, less AA media is needed to reach amajority of the AA audience♣ Fewer media buys represent fewer marketing dollars spent against less costly media options toreach more consumers<strong>POV</strong> on the African American Consumer Market4
GROWING IMPORTANCE OF UNDERSTANDINGAA CONSUMERSOther ConsiderationsIn certain product categories, segment’s purchasing behavior far exceeds General ConsumerMarket♣ Telephone services; Personal care products; Electricity and natural gas; Children’s Apparel;Footware; Groceries; HousingOver-representative in trend-driving “Urban Consumer Market”♣ Approximately 27% of UCMCompetitors in your product category are spending against this market at a rapidly increasingrate♣ While general media spending is decreasing, AA media expenditures are increasing♣ $1.5 billion in AA advertising for 2000<strong>POV</strong> on the African American Consumer Market5
Page 1 and 2: THE AFRICAN-AMERICAN CONSUMER MARKE
Page 3: GROWING IMPORTANCE OF UNDERSTANDING
Page 7 and 8: EFFECTIVE AACM-TARGETED MARKETINGCO
Page 9 and 10: EFFECTIVE AACM-TARGETED MARKETINGCO
Page 11 and 12: AACM PSYCHOGRAPHICSSocial Sensitivi
Page 13 and 14: QUALITATIVE SERVICES OFFERED BY FIR
Page 15 and 16: QUALITATIVE SERVICES OFFERED BY FIR
Page 17 and 18: APPENDIX

AACM POV - Reaching Black Consumers

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