search query: @indexterm COLOURED PEOPLE / total: 47
reference: 19 / 47
| Author: | Djata |
| Title: | Madison Avenue blindly ignores the black consumer |
| Journal: | Business and Society Review
1987 : WINTER, NO. 60, p.9-13 |
| Index terms: | ADVERTISING COLOURED PEOPLE CONSUMPTION |
| Language: | eng |
| Abstract: | Blacks make rare appearances on television commercials. Out of 133 commercials these presented 229 white males /54%/ , 156 white females /37%/, 25 black males /6%/ ten black females /2%/ . The failure of advertisers to seek the market for blacks. Racism in society finds its way into the advertising. Some companies claim that cost is a major factor in the lack of research in minority markets. Regardless of income brackets, blacks have a unique culture, and often have common consumption habits. Marketers do not use the black media. Advertisers are more willing to use black music than black faces /on TV for example/. |
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