Follow the money

This article discusses how to advertise successfully to the Afro-American market. Some of the areas discussed include: appealing directly to ethnicity; showing respect; using effective segmentation; and taking the trouble to understand the differences between life-stages and income.

Follow the money

Adam Kleiner

When asked toexplain the surging demand for Tide detergent with a touch of Downy, executives at the Procter & Gamble Co. point to the television spot “Nostalgia Dad.” Winner of the grand prize at the 2005 ANA...