Marketing with an urban mindset

Urban marketing is much more than putting the right-colored skin tone in an ad campaign or TV spot. Many marketers miss the mark with urban advertising by marketing to the demographic, when it's really about the mindset.

Marketing with an Urban Mindset

Vicki Powers

Targeting specific marketing campaignsto specific audiences is a no-brainer when it comes to building brand awareness, whether it's green, cause, or urban marketing. The challenge is hitting the target so consumers believe the message is authentic. Procter & Gamble is meeting that challenge. “The My Black Is Beautiful campaign is a prime example of the significance of investing in research to uncover deep ethnic consumer insights,” says Najoh Tita-Reid, associate marketing director of multicultural marketing at P&G. “While we knew that our extensive urban marketing program had the potential to build the...

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