AACM POV - Reaching Black Consumers

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EFFECTIVE AACM-TARGETED MARKETINGCOMMUNICATIONSRacial Insensitivities & Over-targetingreative work from canceled Toyota adcampaign:♣ “Boyfriend” ad ran on back cover on 1998 issueof predominantly African American, JetMagazine, featuring copy that read: “Unlikeyour last boyfriend, it goes to work in themorning.”♣ Met with heavy negative feedback from AACMPOV on the African American Consumer Market8
EFFECTIVE AACM-TARGETED MARKETINGCOMMUNICATIONSRacial Diversity in AACM-Targeted Imageryulticultural imagery has its place in African-American marketing, but should not be universallyapplied…♣ Recruitment marketing benefits from imagery depicting diverse work force♣ For marketing campaigns aiming to reach AA youth audiences, multicultural imagery reflectssegment’s reality♣ AACM adult and Mature audiences less likely to view Diversity marketing as reflective of real lifeexperience— Hence, communication goals of achieving internalizations or resonance may fall shortPOV on the African American Consumer Market9
Page 1 and 2: THE AFRICAN-AMERICAN CONSUMER MARKE
Page 3 and 4: GROWING IMPORTANCE OF UNDERSTANDING
Page 5 and 6: GROWING IMPORTANCE OF UNDERSTANDING
Page 7: 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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